FF beverages continued to decline in retail volume terms in 2021 for the second year running. A major factor behind this was the sharp decline in sales seen by the dominant category of FF sports drinks.
When it comes to the distribution of FF beverages sales continued to be dominated by supermarkets and hypermarkets, with these stores able to carry a wider product selection. Nonetheless, due to COVID-19 restrictions and fears around catching COVID-19 there was a shift in shopping behaviour among consumers in Malaysia in 2021.
FF beverages had a difficult year in 2021 with retail volume sales declining in all categories. One of the major factors behind this was the drop in disposable income with businesses, jobs and wages all under pressure.
FF beverages is expected to see a quick recovery, with retail volume sales expected to exceed pre-COVID-19 levels by 2022. The main factor behind this is the likely return in demand for FF sports drinks, which remains by far the largest category within FF beverages, even after a difficult couple of years.
FF other hot drinks are regarded by many people as a healthy beverage in Malaysia, which will stand these products in good stead going forward with the renewed emphasis on health and wellness after the experiences of the global pandemic. It is likely, therefore, that this area will witness new players entering, while existing manufacturers will focus on new product developments.
E-commerce is expected to continue emerging as a key source of growth for FF beverages. During 2020 and 2021 many consumers switched to shopping online as they were unable or unwilling to shop in store.
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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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