Fortified/functional beverages continued to see current value and retail volume growth during the COVID-19 pandemic over the last years of the review period. This is primarily due to the fact that many consumers began to prioritise health, with this attracting many to these products due to their vitamin content and health-focused positioning.
However, current value growth rate was lower in 2020 than during 2019 and growth rates dropped once more in 2021. Economic uncertainty, an increasing unemployment rate and decreasing disposable incomes negatively impacted demand in 2020.
Despite losing some value share in 2021, Royal Unibrew A/S continued to lead fortified/functional beverages in 2020 mainly due to its strong position in energy drinks since its acquisition of Cult in 2018. The company already had some success in FF beverages with its popular energy drink, Faxe Kondi Booster, which is one of the leading brands.
The retail value share of FF beverages accounted for by e-commerce has increased as a result of the COVID-19 pandemic, with many Danes minimising physical contact in 2020 and 2021. The share of this channel remains very low but is likely to continue to grow during the forecast period as local consumers have become more comfortable shopping online, while growing demand has also encouraged retailers to focus more on this channel.
Although border trade is not hugely significant for FF beverages sales, the impact of border closures led to a marginal increase in growth in domestic retail at the earlier in the review period. However, as international borders are opened in the forecast period, a return to cross-border purchases will impact growth to an extent in the forecast period.
Many people are likely to continue working from home more in the forecast period, as the COVID-19 pandemic changed the way in which people work. However, many will return at least partially to the office.
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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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