Fortified/functional registered healthy value and volume growth in 2021, with growth higher than in 2020. Fortified plant-based hot drinks and fortified fruit and herbal tea in particular registered strong growth in 2021.
The pandemic has made consumers more mindful of their consumption habits and has led to increased consumption of beverages that boost the immune system. For instance, there was healthy growth in fortified liquid concentrates and companies responded to consumers’ demands for functional benefits.
FF bottled water also registered strong growth in 2021. Danone Waters (UK & Ireland) launched the Vitality range within its Touch of Fruit brand, with added vitamin B6 to help reduce tiredness and fatigue.
Fortified/functional beverages will register health constant and volume growth over the forecast period. While still remaining a niche product area, the growing prevalence of vegetarianism/veganism diets amongst the younger demographic will boost value growth of plant-based hot drinks.
The expansion of fortified and functional variants will allow producers to justify increases in unit prices. Consumers will be prepared to pay this premium, as long as the economy recovers quickly from the fallout of the pandemic.
Consumer preference in terms of functionality is expected to vary throughout the forecast period. In the early post lockdown period, immune system support will be popular, as consumers continue to look to protect themselves against avoid catching colds or of course, COVID-19.
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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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