Portuguese consumers are increasingly looking to follow healthier lifestyles. The pandemic in particular has made them more aware of the importance of prevention, encouraging sales of products with immunity support such as vitamins, for instance.
Despite visible growth, FF soft drinks continues to hold a small share of health and wellness in Portugal. Apart from FF bottled water, fortified/functional products usually tend to be present in categories that suffer from an unhealthy image due to a high level of sugar content.
FF hot drinks is mainly comprised of FF fruit/herbal tea. Despite the low popularity of tea in Portugal as the country has a strong coffee culture, FF fruit/herbal tea has been gaining ground, as consumers are starting to create consumption occasions.
Over the forecast period, Portuguese consumers are likely to continue to focus on increasing their intake of vitamins and minerals in order to boost their immune systems. This is predicted to lead to a rise in demand for fortified/functional beverages, in particular categories already perceived as being healthier options, such as FF bottled water or FF fruit/vegetable juice.
FF soft drinks is a relatively new category offering plenty of untapped possibilities. For example, as the number of consumers participating in sports increases, it offers further space to expand functional beverages such as FF sports drinks with physical activity support.
FF hot drinks retains a negligible presence in Portugal, and is unlikely to expand significantly within overall coffee and other hot drinks. In the former, this is mainly due to the fact that coffee already has its own functionality, whereas the negative perception of artificial and sugary products is slowly driving consumers away from the latter.
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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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