Amongst the major fortified/functional (FF) beverages categories, FF bottled water has continued to see growth in the consumer base, and is set to see an exceptional double-digit retail current value increase in 2021, notably driven by the success of the vitamin water brand Vitamin Well. The 2021 launch of Evian+, offered in aluminium cans, making it suitable for on-the-go consumption, has also been popular.
FF energy drinks remains by far the largest category within FF beverages; therefore, the performance of overall FF beverages is strongly correlated with that of FF energy drinks. The performance of energy drinks in 2021 is set to remain robust despite the continued shift towards remote working.
The energy drinks brand Red Bull is expected to maintain its undisputed position as the largest FF beverages brand in 2021, due to its promotional efforts, wider availability in retail than competing brands, and strong lead in the largest category, FF energy drinks. In 2021, Red Bull’s share is expected to be boosted slightly by seasonal new product launches.
FF beverages is set to maintain slow and stable retail current value growth over the forecast period. Manufacturers of FF beverages are expected to adjust their marketing strategies to appeal to their changing consumer base.
In the forecast period sales of FF beverages are expected to continue to be driven by the rising popularity of soft drinks with functional properties, particularly energy-boosting in FF bottled water. This is also expected to fuel the launch of other new products with a hybrid positioning focused on energy-boosting properties outside the energy drinks category.
Despite the intense competition from other FF beverages categories, FF sports drinks is expected to remain a dynamic category in the forecast period, notably by adopting a positioning linked to natural ingredients and functional properties. This may also be seen with the adoption of transparent bottles, as seen by Coca-Cola with the Aquarius brand in 2020, the positioning of which displays similarities to functional bottled water.
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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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