Fortified/functional beverages continued to record strong growth in 2021 in current value terms. The category’s sales saw a significant increase as a result of the COVID-19 pandemic as many Finns turned to FF beverages with added vitamins and minerals in the hopes of boosting their immunity.
FF energy drinks remained the largest category and the key growth driver within fortified/functional beverages in Finland in 2021. Both regular and reduced sugar energy drinks remained in high demand in Finland, with constant new product development helping to retain consumer interest.
FF bottled waters continued to see steady growth in current value terms in 2021. The category saw dynamic growth in 2020 as people looked for natural products with added vitamins and minerals that could potentially boost their immunity.
While the COVID-19 pandemic boosted the growth of fortified/functional beverages in 2020 and 2021, there is still room for growth over the forecast period. A key factor will likely be the strong role of FF energy drinks in the category’s development, with an ever growing range of brands and products entering the marketplace.
There is likely to be an increasing demand for natural FF beverages over the forecast period. The rise in the idea of ‘natural’ eating has permeated the Finnish consumer base to a significant extent, and the idea of diet as medicine has increased its hold since the start of the pandemic.
There are some smaller product groups within FF beverages with huge growth potential. For instance, FF fruit/herbal tea is becoming increasingly popular in Finland with consumers looking for tea that can provide additional benefits such as supporting sleep, their immune system or their digestive health.
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Fortified/Functional Beverages
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 DefinitionsThis report originates from Passport, our Fortified/Functional Beverages research and analysis database.
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