Despite the fact that the COVID-19 pandemic has spurred a greater interest in health and wellness trends, COVID-19 only had a marginal impact on FF fruit/vegetable juice. Although the category recorded a decline in sales in retail volume sales in 2020, the decline was less severe than 2019.
FF tea saw a considerable spike in retail volume sales in 2020 as the category gained momentum thanks to health and wellness trends. This category has benefited from a high level of investment over the past years which has led to a high number of new product launches in recent years with new SKUs, brands and players entering the category.
Home seclusion during the COVID-19 pandemic and the overall rise in home consumption of beverages during Greece’s national lockdown supported growth for some product areas in fortified/functional beverages but did not benefit all. FF other hot drinks, for instance, which is mostly comprised of products aimed at children, recorded a considerable spike in demand in 2020 following the closure of schools in Greece during the national lockdown.
During the first wave of the COVID-19 pandemic, many consumers in Greece began to introduce more drinks with a higher nutritional value into their daily routine. These habits are expected to stick as consumers become used to new nutritional and dietary habits and routines, so that categories such as FF tea will continue to benefit from the increased focus on health and wellness during the COVID-19 pandemic in the forecast period.
Given the overall rise in consumer demand for products that boost the immune system, there is still considerable room for FF fruit/vegetable juice to expand in the forecast period. More juice manufacturers are expected to launch further products in FF fruit/vegetable juice in the forecast period.
Over the course of the review period there has been considerable development in energy-boosting products. In the forecast period, this trend is expected to combine with the growing demand for Fortified/functional beverages that support the immune system.
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Understand the latest market trends and future growth opportunities for the Fortified/Functional Beverages industry in Greece with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Fortified/Functional Beverages research and analysis database.
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