FF energy drinks remained the best performing category in FF beverages during 2021 and account for bulk of retail volume sales of FF soft drinks. Increasing affordability is playing a role in this, with the unit price of FF energy drinks declining by more than a quarter (in constant 2021 prices) during the forecast period.
Like FF energy drinks, FF bottled water continued to exhibit double-digit growth in retail volume sales during 2021. However, it remains a niche, as most local consumers remain unaware of the potential benefits of consuming FF bottled water – or unconvinced by them.
FF hot drinks continued to account for the bulk of retail volume sales of FF beverages in 2021, with FF other hot drinks (especially FF chocolate-based flavoured powder drinks) particularly popular. With local consumers spending much more time at home, the rate of growth in retail volume sales of FF hot drinks more than doubled in 2020 and slowed only slightly during 2021 as restrictions on movement were eased.
FF beverages is set to record a more modest growth rate during the forecast period than in the review period, as demand for them begins to mature. Nonetheless, the CAGR will remain in double digits.
FF energy drinks will remain the main driver of growth in retail current value sales of FF beverages throughout the forecast period, posting double-digit growth, with the distribution of these products continuing to widen. While PepsiCo’s Adrenaline Rush and Red Bull’s eponymous brand will remain the leaders, they are set to face increased competition from local brands, which are expected to proliferate during the forecast period.
The line between FF beverages and consumer healthcare may begin to blur during the forecast period. Vitamin shots are an example of this, as they are perceived by some local consumers as more of a medicine than a beverage.
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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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