FF bottled water continued to see dynamic double-digit growth in current value terms in 2020, with these products perceived to be a healthy and natural way to boost your intake of vitamins and minerals. The affordability of these products is also another key attraction, with FF bottled water being cheaper than carbonates, fruit/vegetable juice, and sports drinks.
FF energy drinks is by far the largest category of FF beverages with these products seeing dynamic growth during the review period thanks to effective marketing by leading brands such as Black, Red Bull, Tiger and Monster Energy. With consumers leading increasingly busy lives many now use FF energy drinks to help them maintain focus when working or studying, with their popularity being particularly high among younger consumers.
Following the outbreak of COVID-19 there was widespread concern about potential product shortages which led to panic buying and stockpiling, especially during March. Consumers stockpiled a range of products with the focus being on staples and products with a long shelf life.
A healthy immune system while always viewed as important has taken on greater prominence in the post-COVID-19 world. Beyond helping the body to fight off infection it is now also being linked to preventing and treating a range of non-communicable diseases such as Alzheimer’s and cancer.
NGOs, consumers, and the government are increasingly questioning the claims found on product packaging and in advertisements regarding the beneficial effects of vitamins and minerals on bodily health, especially when those ingredients are delivered in products also containing high levels of caffeine. FF energy drinks is by far the largest area of FF beverages and these products are currently still available for sale to children and teenagers.
In terms of new product development manufacturers are likely to focus on immunity-boosting ingredients such as vitamins C, D, and E, ginger, ginseng and echinacea. It is also likely that more products will appear with an explicit immune health positioning.
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Understand the latest market trends and future growth opportunities for the Fortified/Functional Beverages industry in Poland with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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