Fortified/Functional Beverages in Hong Kong, China

2020 IMPACT

Much fewer opportunities for impulse purchases see demand diminish in 2020

Consumers continue to show an interest in products with fortified/functional claims, although home seclusion owing to the pandemic meant that volume sales of FF beverages fell moderately in 2020 after making good consistent gains earlier in the review period. Sales declined in 2020 as consumption potential was eroded by Hong Kongers staying at home as much as possible, working as well as spending leisure time there, thus rendering much fewer opportunities for on-the-go purchases.

Greater need for endurance boosts FF energy drinks and FF sports drinks

During the review period, FF energy drinks experienced respectable growth in both current value and volume off-trade sales thanks to the beverages’ mental-boosting and invigorating properties and support from retailers. Energy drinks manufacturers were targeting consumers who needed or wished to stay concentrated and remain energetic for a long period of time such as office workers, students, gym-goers and party-goers.

Beverage supplementation is on the rise

Because consumers are increasingly favouring products with fortified/functional claims, non-alcoholic drinks companies are responding by continually seeking to supplement their product offerings with health-beneficial properties. An example is adding water-soluble vitamins and minerals in a variety of categories.

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