While low sugar content was the main health and wellness consideration among consumers in the review period, COVID-1 brought functional health and wellness to the forefront of consumer decision making. This has positively impacted both FF hot drinks and FF soft drinks, which will continue to grow in 2021 despite retail operating conditions returning to normal.
Whilst panic buying significantly influenced category sales in the first year of the pandemic, the effects of COVID-19 continue to be felt in 2021, mainly though changes in the ways consumers work. Most workplaces in New Zealand have adopted more flexible work policies, which has led to working from home becoming more widespread.
Frucor Suntory continues to lead FF beverages in 2021 thanks to its strong brand portfolio and wide supermarket presence. Given the variety of products and easy accessibility, the company has fared relatively well during the COVID-19 pandemic with its V brand remaining the leading brand within overall FF beverages.
While traditional juices such as apple and orange juice continue to remain popular, younger consumers are increasingly opting for more interesting and exotic flavours such as juice flavoured with ginger and turmeric. As companies are keen to meet the desires of their consumers, this is likely to characterise functional ingredient innovation over the forecast period.
COVID-19 is expected to have a profound and lasting impact on consumer preferences with products that position as based on functional health and immunity-support likely to remain at the forefront. As such, increased emphasis on the health and wellness-orientated area within concentrates likely to influence growth prospects for the category over the forecast period.
Within FF energy drinks, both the Red Bull and V brands follow a similar formula – caffeine, a stimulant (taurine for Red Bull and guarana for V) and a blend of vitamins. While incremental innovation, using limited-edition flavours, will likely be the preferred option for Red Bull and V over the forecast period, developments from other brands in 2021 have shown that space exists for a new generation of energy drink formulations.
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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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