An improved economic performance is being predicted for South Africa, which is expected to stimulate demand for FF beverages. The trend is set to be more noticeable in FF fruit/vegetable juice, with rising consumer confidence allowing more shoppers to trade up.
Rising demand for FF energy drinks will continue boosting volume sales in FF soft drinks. This will be driven by improved product penetration in lower-income areas, with intensified competition putting downward pressure on unit prices.
Not from concentrate versions of FF 100% juice are expected to become more price-competitive due to their exemption from the sugar tax. In addition, the category will benefit from the body-cleansing trend emerging among high-income consumers.
As competition intensifies in FF energy drinks, flavour innovation is increasingly being used as a key differentiation tool. A noticeable example could be taken from 7Stars, which has introduced a new ginger beer flavour.
Volume sales of FF hot drinks have continued to decline as economic constraints have forced many shoppers to opt for smaller consumptions. The category most adversely affected has been FF plant-based and malt-based hot drinks, partly driven by the depreciation of the rand, which put additional pressure on imported brands such as Ovaltine and Horlicks.
Although Powerade continues to dominate the category, Bos Sport is increasingly emerging as an important brand in FF sports drinks. Its growing success can be partly attributed to its rooibos infusion, a local tea claimed to have health benefits such as detoxification.
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Overview: Discover the latest market trends and uncover sources of future market growth for the Fortified/Functional Beverages industry in South Africa with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.
The Fortified/Functional Beverages in South Africa market research report includes:
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