During the pandemic, the consumer demand for on-the-go products, especially within FF soft drinks and FF sports drinks, came to a halt as consumers were restricted to spending most of their time at home. With gyms, sports centres, and leisure facilities closed for a significant period, consumers had less need to purchase such products and less opportunity (as these venues comprise a notable proportion of FF sports drinks and FF soft drinks sales).
Home seclusion and pandemic restrictions have also had a notable impact on FF bottled water, although this category. This is another category that is more commonly purchased for consumption outside the house.
FF beverages are also increasingly available for hot drinks too with FF fruit/herbal tea becoming very dynamic during the pandemic thanks to the home seclusion measures, further innovations from manufacturers, and a strong image for being healthy. In fact, fruit/herbal tea has recently replaced green tea in terms of being perceived as the healthiest hot drink, though this is also in part thanks to significant player investment and marketing in the category.
Consumer interest towards healthy beverages that meet specific needs is set to grow substantially over the next five years as awareness and number of product variations increases. FF beverages designed as a response to specific conditions (including a desire to improve general immunity) are likely to benefit most over the forecast period.
Over the forecast period, sales of FF fruit/vegetable juice are set to continue growing, albeit with a small forecast CAGR. This is due to the discrepancies between the performance of different categories.
FF hot drinks are set to perform well over the forecast period, benefitting from the new-found popularity it experienced during the pandemic years. Both FF other hot drinks and FF tea are likely to continue benefitting from the preventive health trend, with consumers seeking to improve their health and immunity before developing health problems.
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Fortified/Functional Beverages
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 DefinitionsThis report originates from Passport, our Fortified/Functional Beverages research and analysis database.
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