A healthy immune system while always viewed as important has taken on greater prominence since the outbreak of COVID-19. 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.
Following the popularity of smoothies since the COVID-19 pandemic, there is a new trend for FF smoothies. Such products come from brand Helpa, with its lines Piciu zolte and Piciu czerwone.
FF bottled water will continue to see dynamic double-digit growth in current value terms in 2021, 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.
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.
Due to the introduction of sugar tax, players now have to pay high fees on products that contain sugar. To avoid this, producers within concentrates have found a loophole and have started to release beverages fortified with vitamins, which do not fall under the sugar tax legislation.
Water has always been acknowledged as healthy in Poland and since the outbreak of COVID-19, more consumers are now drinking even more. Following on from this, there is a growing demand of FF bottled water, which offers consumers even more healthy benefits than tap water.
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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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