Fortified/functional beverages experienced a boom during the COVID-19 pandemic due to increased consumer focus on their immune systems. In fact, the COVID-19 pandemic resulted in more consumers looking for ways to boost their immune systems due to fear of catching the virus.
Fortified/functional energy drinks continued to play an important role in fortified/functional beverages sales in Belgium in 2021. The growth is bolstered by big marketing support from leading brands, as well as a diversification, which continues to attract more consumers beyond the typical younger consumer base.
Despite the strong performance of fortified/functional beverages overall, sport drinks continues to struggle. Such offerings are facing competition from other rising categories in fortified/functional beverages.
Following the boost in sales experienced during the COVID-19 pandemic, fortified/functional beverages is expected to post slightly slower current retail value growth in 2022, before normalising throughout the remainder of the forecast period. Fortified/functional bottled water posted enormous growth in 2020 and 2021 due to rising health and wellness concerns, and is expected to continue growing extremely fast throughout the forecast period.
Over the forecast period, fortified/functional energy drinks is expected to continue representing one of the fastest categories in soft drinks. Innovation in energy drinks will continue to play an essential role in driving sales over the forecast period.
Fortified/functional sports drinks saw sluggish in growth in 2021, and will likely see a decrease in the forecast period. In fact, no major players have expressed intent to make major investments in the forecast period since it continues to perform poorly amidst increasing competition from fortified/functional flavoured bottled water.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Understand the latest market trends and future growth opportunities for the Fortified/Functional Beverages industry in Belgium with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Fortified/Functional Beverages industry in Belgium, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
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.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!