For decades, brands’ communication has been based on their fortification and use as a nutritional supplement. The message that products are fortified with vitamins and minerals dominates commercials and product packaging for other hot drinks.
The demand for products with added health benefits is on the rise. The leading company in concentrates, Pioma Industries, has therefore been formulating products that cater to the health and wellbeing trends.
In 2021, despite seeing a rebound, retail sales of sports drinks and FF sports drinks remained low, as these are not perceived to be essential products, and consumers remained price-sensitive. Meanwhile, on-trade sales remained negligible.
With the COVID-19 pandemic and rising health concerns, consumers are becoming more sensitive regarding what they put in their bodies. Therefore, concerns about consuming too much caffeine may present an obstacle to the development of energy drinks in India, including FF energy drinks.
Concentrates is not the most popular soft drinks category, with these products mainly being targeted towards price-conscious consumers. This consumer cohort was also the hardest-hit during the pandemic, which forced consumers to re-evaluate their priorities.
Other hot drinks is a popular category, because these products are marketed as nutritional supplements that provide digestible nutrition and a good taste, mainly targeted towards children. However, a deeper look at the ingredients for most prominent brands highlights issues.
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This category includes fortified/functional beverages. When identifying fortified/functional products, we focus on products to which health ingredients or/and nutrients have been added as well as brands that are positioned to deliver a certain functionality. To be included here the enhancement has to be highlighted in the label or hold a health claim/nutritional claim. Fortified/functional food and beverages provide health benefits beyond their nutritional value and/or the level of added ingredients wouldn’t normally be found in that product. To merit inclusion in this category, the defining criterion here is that the product must have been actively fortified/enhanced during production. As such, inherently healthy products such as 100% fruit/vegetable juices are only included under "fortified/functional" if additional health ingredients (e.g. calcium, omega-3) have been added. To be included, the health benefit needs to form part of positioning/marketing of the product.See All of Our Definitions
This report originates from Passport, our Fortified/Functional Beverages research and analysis database.
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