In 2021, fortified/functional beverages saw double-digit growth in current value terms. This was largely driven by a double-digit growth in the sales of FF energy drinks, while FF nectars (25-99% Juice) also performed well.
When it comes to fortification, the main focus within FF beverages is on vitamins, minerals, and fibre. Attempts to add ingredients for other health reasons are very limited.
Postobón retained its leading position in FF energy drinks in 2021, with its Speed Max brand of FF energy drinks and Gatorade brand of FF sports drinks. Whilst its Gatorade brand continued to suffer value decline in 2021, its Speed Max brand thrived, in line with the substantial growth in the sales of FF energy drinks in 2021.
FF beverages is expected to continue to register strong value growth in 2022 and more muted growth later in the forecast period. This growth will primarily be driven by the sales of reduced sugar energy drinks.
It is expected that FF sports drinks will register healthy value growth over the forecast period, as people return to gyms and sports facilities. These products are finding favour among younger consumers, who are increasingly becoming involved in sports.
Most FF beverages target children and teenagers, with much less products targeted at adults. However, with an ageing population, more Colombians are seeking to prevent illness and disease and this has been further exacerbated by COVID-19.
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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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