Having seen growth slowed down in 2020 by the dramatic changes to consumer lifestyles due to the COVID-19 crisis, fortified/functional beverages was expected to see a significant upturn in its performance in 2021. In 2020, the lack of sporting activities due to COVID-19-related measures significantly impacted the category, as the first victims of the impacts were functional powder concentrates and sports drinks.
The French market is witnessing a notable trend towards energy boosting drinks. This is partly being driven by white collar workers looking for a pick-me-up effect to stay focused and energised while working from home or in the office, but also by consumers looking to maintain energy levels while using the gym and engaging in fitness and sporting activities.
Red Bull France SASU remains the largest player in fortified/functional beverage and was expected to further extend its lead in the category in 2021. The company’s strong position is founded on its Red Bull brand in energy drinks.
Over the forecast period, it is expected that fortified/functional beverages will continue to grow strongly. With ever more refined health-awareness, French consumers will be looking for drinks that serve a specific function and can address needs ranging from energy boosting to enhancing the functioning of the immune system.
It is expected that energy drinks will be the main driver of FF beverages during the forecast period, as these products have as yet achieved a low penetration within French households and there is considerable room for the development of per capita consumption. As of 2021, France had one of the lowest per capita consumption levels of energy drinks in retail volume terms amongst Western European markets.
One product has performed particularly well in 2021, namely FF fruit/herbal tea. The category has benefited from a number of claims during the COVID-19 crisis.
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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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