Fortified/functional beverages continued to post healthy current value and volume growth, driven by soft drinks and FF energy drinks in particular. Coca-Cola expanded its portfolio in 2021, with the launch of Predator Energy and Coca-Cola Energy Zero.
FF juice sales registered a fall in current value and volume sales in 2021, due to the poor performance of the key brands in the segment such as Amita Motion, Amita Fun, HBH Energy and HBH Go! All of these products are fortified with vitamins and minerals and have a general wellbeing positioning. These brands have been negatively impacted by the shift away from ambient to chilled juice and chilled juice Amita Proino was discontinued in 2021.
Fortified/functional beverages will register healthy constant value and volume growth over the forecast period. FF energy drinks will continue to be the significant driver of value sales.
Consumers are shifting to chilled juice but currently most juice brand offering are in the ambient space and as a result FF juice will register continued decline over the forecast period. In addition, Amita Proino which was chilled was discontinued in 2021.
In terms of FF hot drinks, the 2021 relaunch of Nesquik is unlikely to lead to increased volume sales and is more likely at the most to slow to down its decline, as the new generation of parents shun the high sugar content of chocolate-based flavoured powder drinks for their children. FF tea and more especially FF fruit/herbal will drive value growth in FF hot drinks.
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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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