FF beverages benefited from only a minor overall uplift in category sales during the pandemic. However, thanks to the increased consumer drive towards healthier lifestyles and spending more time at home, FF bottled water experienced some growth in 2020.
Functionality became an important driver for the success of fortified/functional beverages in 2020 as more consumers sought to protect their health. Currently, the most common added ingredients are vitamins, although it is expected that manufacturers will innovate with new formulas within FF beverages.
FF tea performed well in 2020 as consumers constrained by lockdown and home seclusion sought to boost their immunity to the virus and generally lead healthier lifestyles. Manufacturers developed products offering additional vitamins and minerals in response to the growing at-home consumption and consumer concern over choosing more natural products that offer additional functionality and reinforce their health.
The steady annual rises in growth rates for FF beverages seen over the review period are expected to continue. With health and wellness products coming into the spotlight since the pandemic, continuous yearly growth is also forecast until 2025.
A lack of options currently available is set to create opportunities for new product developments. This will not only apply to categories that are already present in Portugal, such as FF bottled water, FF juice drinks (up to 24% juice) and FF concentrates, but also for those that are still not present, such as FF RTD tea and FF RTD coffee.
One notable new trend to have emerged in Portugal since COVID-19 has been a stronger consumer preference for local products. However, in 2020 there was a dearth of local options in the FF category with most players being international, such as the juice drink Capri-Sun and the functional bottled water Glaceau.
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Understand the latest market trends and future growth opportunities for the Fortified/Functional Beverages industry in Portugal with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Fortified/Functional Beverages research and analysis database.
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