Fortified/Functional Beverages in Hong Kong, China

PROSPECTS

FF beverages set to benefit from favourable general consumer trends

Fortified/functional beverages is slated for positive value growth over the forecast period as consumers are becoming increasingly health-conscious. Endurance and energy boosting are expected to remain among the most important bases for the positioning of FF beverages during the forecast period.

Dietary fibre set to be the next big thing in FF beverages

After 2017 saw the launch of sugar-free brand Coca-Cola Plus with 5g of dietary fibre, consumers are becoming more aware of the importance of fibre, among other specific dietary inputs. This trend expanded into FF other hot drinks in 2018 as products containing added dietary fibre became more prominent in the category.

COMPETITIVE LANDSCAPE

Otsuka Holdings leads FF beverages due to the popularity of Pocari Sweat

Otsuka Holdings remains the leading player in FF beverages and this is due to the popularity of the Japanese company’s sports drink brand Pocari Sweat. The brand continues to benefit from the rising interest of Hong Kong consumers in leading more active lifestyles, coupled with rising awareness of the benefits of FF sports drinks.

FF plant-based and malt-based hot drinks remains controlled by three brands

Ovaltine, Horlicks and Milo remain the three leading brands in the key category of FF plant-based and malt-based hot drinks. The category is so important and sales are so high because of its large consumer base, which covers all age groups.

Smaller brands set to emerge to present challenges to the incumbent leaders

Standard brands led FF beverages through affordable, household names like Ovaltine, Horlicks and Milo, which are traditionally popular among local consumers. These brands do not have much product development but are still able to maintain steady growth in terms of volume sales.

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