Growth in most areas of fortified/functional beverages in 2021 is attributable to the COVID-19 pandemic and general rising health awareness in the country. Consumers are seeking more products that have added health benefits in order to boost immune strength.
FF sport drinks continues to drive growth within fortified/functional beverages, with sales being boosted by the increasing number of people engaging in sporting activities on a regular basis. This trend is reflected in growth in the country’s number of gyms and private studios, sports apparel ranges, protein powders and other products, and is especially evident among generation Z consumers.
Tempo Beverages remains the leading player within FF beverages in Israel, posting strong sales in energy and sport drinks. The company’s XL brand benefits from high recognition among consumers, coupled with low prices.
Over the forecast period, further growth is expected in fortified/functional beverages in Israel with the penetration of more FF products in various categories, especially in juices (with added vitamin C) as consumers continue to seek value added products that offer health benefits that support the immune system. FF bottled water is set to also benefit from not having to display a red sugar label following the implantation of the product labelling regulation in January 2020.
Health awareness trends are expected to continue to drive the fortified/functional beverages category further over the forecast period as consumers are becoming more conscious of what they are consuming, seeking specific health benefits in various types of products. The increasing number of people engaging in sporting activities on a regular basis in order to remain healthy will continue to boost sales of FF sport drinks, which are expected to record the strongest growth over the forecast period.
Neviot+ by Neviot-Teva Hagalil Ltd continues to lead functional bottled water, whilst Vitaminchik by Osem leads FF concentrates. Both companies are dominant and well known in the country and often adapt their products to current market trends.
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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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