Fortified/functional beverages boom into triple-figure retail value sales in 2021, albeit sales also remained robust in 2020. FF other hot drinks is by far the largest sub-category in volume terms, with reduced sugar sports drinks seeing the strongest volume growth in 2021.
Sales in FF energy drinks have been revitalised by the success of leading brand Monster (from Coca-Cola Argentina SA). The brand benefits from Coca-Cola’s huge distribution network and is leveraged by a successful marketing strategy, with an attractive international brand, that reaches out to a young adult population with a focus on youth-orientated themes, such as extreme sporting events and lifestyles such as skateboarding, gaming, motocross and surfing.
Whilst economic recovery will underpin the expansion of tea, the category also looks set to benefit from the growing appreciation for the healthy properties of tea in general. Retail value growth is driven by the increasing focus on health and wellness trends and, indeed, the pandemic health crisis has led consumers to focus more on their immune systems and healthier nutrition in general.
Off-trade consumption in FF energy drinks is expected to keep growing strongly over the coming years, as the economy recovers and reopens from the recent crisis. Both retail and foodservice are expected to gain substantial space via significant investment in both above and below the line marketing and widespread discounting.
Total volume sales of sports drinks are estimated to continue to see growth throughout the forecast period, although the rate of growth is set to be slower compared to energy drinks. This will also be seen in on-trade channels, alongside the loosening of restrictions in foodservice and associated consumer confidence rebounding.
With regards to FF tea, the forecast period is likely to see further product developments, especially among fruit/herbal tea and other tea (supported by the rising interest in Rooibos, or red bush, tea), which are predicted to record the most impressive retail volume and value growth rates over the forecast period. This trend should inspire consumers to see tea as a healthy alternative to other types of hot drinks, with manufacturers encouraging this perception by expanding their offers of health-oriented options, including fortified/functional products made with highly nutritious natural ingredients.
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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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