FF soft drinks, the dominant category in fortified/functional beverages, registered strong demand in 2021, as local consumers increasingly searched for products with greater functionality and perceived immunity. This was driven by the pandemic, and greater awareness of the need to consume healthy and functional beverages.
Modern grocery retailers such as supermarkets and hypermarkets continued to dominate sales of fortified/functional beverages. Both of these channels were particularly relevant in 2020, absorbing the share of customers from other stores that could not operate normally, and in 2021 continued to record double-digit growth.
The significant growth recorded by fortified/functional beverages in 2021 was also supported by access to additional funds as the government permitted Chileans to make three successive withdrawals from the pension system in addition to cash subsidies granted during the pandemic. In addition, a greater reactivation of channels such as discounters and independent small grocers, alongside the strong performances of supermarkets and hypermarkets supported sales.
With the further relaxing of restrictions including the reopening of sports venues, the greater return to restaurants and bars, and the summer season in Chile starting towards the end of 2021 into 2022, demand for FF sports drinks and FF energy drinks is likely to gain further momentum. The promotional aspect that has been used by players to market their products in the low sales seasons during lockdown, such as two-for-one bundles and the higher penetration of larger/bulk packages subdued growth of the category’s average unit price.
Since the emergence of the pandemic in 2020, the quest for more sustainable consumerism has been reflected in one of the most powerful drivers of behavioural changes: social shame. Beverage brands that help the consumer navigate and circumvent this new pressure will be increasingly embraced.
2022 is expected to be a year of economic uncertainty due to the fact that the cash subsidies provided by the government are likely to be significantly reduced, with limited probability that there will be other new withdrawals from the pension system permitted. Additionally, it will be a political year of change that can slow down Chile’s economic growth, which is likely to encourage the main players in the category to attempt to gain share by using aggressive pricing strategies.
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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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