Fortified/functional beverages registered a positive sales performance over the course of 2021 after registering declining sales at the peak of the COVID-19 pandemic in 2020. One of the key factors supporting the strong recovery of category sales during the year was the promotional activity being undertaken by leading players.
FF powder concentrates was a particularly strong performer in fortified/functional beverages in 2021, with FF sports drinks and FF energy drinks the only categories of fortified/functional beverages to register a more dynamic sales performance during the year. The elevated consumer demand for FF powder concentrates can be seen as one of the more positive consequences of the COVID-19 pandemic for the category as the high vitamin C content of many of these products has proven very attractive to the many consumers who remain fearful of contracting a serious case of COVID-19.
The strongest sales growth rates in fortified/functional beverages in 2021 were recorded in FF energy drinks and FF sports drinks. Robust growth was seen in volume and value sales of FF energy drinks and FF sports drinks over the course of 2021 as each of these categories registered a partial recovery from the very strong double-digit sales declines registered in 2020.
The strong consumer interest in beverages with high vitamin C content that emerged towards the end of the review period is expected to remain in effect during the forecast period as well, underpinning a strong performance for fortified/functional beverages overall. Central to the category’s prospects for a favourable performance over the forecast period are the promotional activities of the leading players, which are increasingly focusing on the vitamin C content of their products in their advertising campaigns.
Apart from the dramatic rise to prominence of e-commerce in sales of fortified/functional beverages over the second half of the review period, the most important trend in the retail distribution of these products in recent years has been the shift away from traditional grocery retailers and towards modern grocery retailers among the leading brands. While supermarkets, hypermarkets and convenience stores are expected to register positive growth in sales of fortified/traditional beverages over the forecast period, the role played by warungs and other types of traditional grocery retailers in the distribution of fortified/functional beverages should not be underestimated.
FF energy drinks is slated to continue registering positive sales growth over the forecast period. FF energy drinks have been available in the country for many years and the category now has a well-established base of loyal consumers who understand and appreciate the benefits and advantages of consuming such products.
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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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