Fortified/functional beverages witnessed positive value growth and stabilised volume sales in 2021, driven by the better performance of FF hot drinks compared to FF soft drinks, and especially by FF fruit/herbal tea. FF fruit/herbal tea is comprised almost totally of functional herbal/traditional medicinal tea and benefits from the rising health awareness in Romania.
In 2021, Romanian consumers continued to take extra measures to fortify their health in light of the COVID-19 pandemic. Due to its perception as healthy and useful to improve consumers’ state of wellbeing, FF fruit/herbal tea was increasingly demanded during the pandemic to be consumed on a more regular basis.
In 2021, FF bottled water achieved the strongest growth overall among all categories of fortified/functional beverages, in a continuation of the trend seen in the previous year. It remains a small category, especially in comparison to categories such as FF energy drinks and FF fruit/vegetable juice, but sales are seeing a continued high increase.
Fortified/functional beverages is projected to achieve continued positive growth in both value and volume sales over the forecast period in Romania. The pandemic is expected to continue to have consequences over the forecast period especially in terms of consumers’ disposable income and higher unemployment compared to the review period.
FF bottled water is expected to achieve the fastest growth in the forecast period. Romanian consumers are expected to continue to seek vitamin waters.
All types of fortified/functional beverages are expected to perform well over the review period. Thanks to increased marketing efforts by producers and heightened curiosity among Romanian consumers due to the COVID-19 pandemic, consumers are becoming more aware of their benefits, and are likely to try them on a more regular basis.
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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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