The outbreak of COVID-19 not only influenced the way in which people shopped, but it also caused them to reflect on their nutrition, with the main focus being on the immune system. This helped drive demand for products fortified with immunity-boosting ingredients, such as vitamins C, D and E, zinc and iron.
FF beverages was registering strong growth even before the outbreak of COVID-19, with FF energy drinks being a key factor behind this and seeing continued dynamic growth in 2020 and 2021, with Red Bull and Monster Energy maintaining a large following through effective marketing campaigns. With consumers leading increasingly busy lives, many were looking for beverages that could give them an energy boost, and this drove demand for FF energy drinks.
There has been important growth in beverages that source their functional benefits from natural ingredients such as herbs and spices, including ginger and turmeric. These kinds of products play to consumers that are looking for healthy products with ancestral ties, rather than functional ingredients being added into currently available products.
After returning to slower but still solid retail volume growth 2021, FF beverages is projected to see growth stabilise at a steady but slightly slowing rate for the rest of the forecast period. With prices set to rise, retail current value growth is expected to be even stronger than volume growth.
Categories already incorporating functional benefits, such as bottled water, juice and RTD tea, are expected to align well with rising demand in the post-pandemic era, helping to enhance concentration and memory functions. Categories such as functional bottled water, kombucha and functional juice, as well as plant-based water, will be of particular interest.
Over the course of the pandemic, Canadians turned to supplements and vitamin-packed juices to increase their consumption of vitamin C and other vitamins which are thought to fight illness. FF 100% juice was one of the key beneficiaries of this, as it already had a relatively healthy image amongst consumers, and saw new product launches such as Minute Maid Nutri Immune Support and Minute Maid Nutri Multivitamins & Antioxidants.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
Understand the latest market trends and future growth opportunities for the Fortified/Functional Beverages industry in Canada 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 Canada, 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!