One of the big winners in the category in 2021 was fortified hot drinks. FF hot drinks, which is driven by FF chocolate-based flavoured powder drinks as it is the only category with significant sales, benefited from children being at home more due to COVID-19 and home schooling.
There is rising interest in hot drinks with specific benefits and local ingredients such as maca and coca which are well known and appreciated by consumers in Peru for their natural and beneficial qualities. As young adults are more concerned about their health and are looking for natural products, the leading company Ajeper SA has started to incorporate natural and local ingredients in its beverages.
Ajeper SA, which is part of the global Aje Group, retained its leadership in fortified/functional beverages in Peru in 2021, recording value share growth in the year. Its brands Volt in FF energy drinks and Sporade in FF sports drinks are leaders in their categories, enabling the company to have a strong position in the overall category.
Innovation and portfolio expansion of fruit and herbal teas is an opportunity for growth for the industry over the forecast period. This goes hand in hand with imported brands, which despite not generating volume due to their price, have begun to generate interest and curiosity in the country.
Functional soft drinks, which currently have little credibility in Peru, are expected to record growth over the forecast period if manufacturers’ communication and marketing strategies captivate and convince consumers and thereby encourage consumption.
Oats, quinoa and kiwicha (amaranth or “mini quinoa”) are being increasingly consumed in Peru as they have a lower price per kilo and are widely available at points of sale in the traditional channel. With recognised nutritional benefits, they are beginning to set a consumption trend, especially in households with lower purchasing power that have been impacted by the economic crisis.
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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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