The experiences of the COVID-19 crisis have bolstered the already prominent health and wellness trend, and particularly increased consumer interest in products with immunity-boosting properties. In certain cases, municipalities highlighted the benefit of tea consumption to help mitigate the symptoms of COVID-19.
Measures introduced with the aim of limiting the spread of COVID-19 have had a significant negative impact on consumer confidence and spending power. This has led to heightened price-sensitivity amongst consumers.
Coca-Cola Mexico remains the largest player in FF beverages, and was expected to see a double-digit increase in value sales and maintain a trend of share growth in 2021. The company offers the very popular Powerade brand in the large and vibrant FF sports drinks category.
As many brands find themselves navigating the new product labelling regulation, which highlights highly sugary beverages, they are expected to turn to product reformulations to incorporate health claims that will ensure that consumers continue to purchase their products over the forecast period. Demand for such products will be supported by the heightened consumer health-consciousness deriving from the experiences of the pandemic.
According to Euromonitor’s Product Claim and Positioning system, being a good source of vitamins is the top-ranked health claim in soft drinks in Mexico. Further development in this category, with precise functionality claims, including supporting relaxation, boosting energy and enhancing immunity, is likely to be a prominent feature of both soft drinks and hot drinks during the forecast period.
As consumers recover from two years of limited mobility, being furloughed from their jobs or simply working fewer hours per day due to measures imposed to contain COVID-19, they will seek out ways to get maximum benefit from the least amount of money spent. This is manifesting through decisions relating to pack type, most notably in the growth of returnable bottles in carbonates but also in a preference for unpackaged products and products not in their final form such as powder concentrates.
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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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