FF fruit/vegetable juice has remained the most significant category in FF soft drinks in 2021, appealing to consumers with its health positioning. The COVID-19 pandemic led to an increase in health-consciousness amongst consumers in Singapore in both 2020 and 2021, and FF fruit/vegetable juice brands have been well-positioned to take advantage of this, particularly with the immunity-boosting positioning of various brands which contain vitamin C.
FF sports drinks is set to experience strong retail growth in 2021, aided by more people adopting healthy lifestyles. COVID-19 has accelerated the health and wellness trend in Singapore, contributing to many people becoming more conscious of their health and leading healthier lifestyles, such as maintaining a healthy diet and exercising more.
Nestlé Singapore is set to remain the dominant force in FF hot drinks in value terms in 2021, in particular due to its broad product portfolio in FF other hot drinks, which includes brands such as Milo, Nesquik and Nestum. Its biggest brand in this category, Milo, remains popular and highly visible to consumers, particularly thanks to Nestlé’s strong marketing focus.
The implementation of the Nutri-Grade beverages labelling legislation, which is set to take effect from 30 June 2022, will play a huge role in encouraging product reformulation amongst FF beverages. However, the unique characteristics of each beverage category could see differing reactions from consumers in Singapore.
The years leading up to 2021 saw innovation in FF fruit/vegetable juice focusing on developing reduced sugar and no added sugar variants, as producers targeted health-conscious consumers looking to reduce their sugar intake. For example, leading brands such as Peel Fresh, Fruit Tree Fresh and Ribena all introduced reduced sugar and zero added sugar variants in recent years.
A significant legacy of COVID-19 in Singapore has been a reduction in the amount of time spent on shopping trips, as consumers have sought to reduce their exposure to large crowds, focusing instead on purchasing familiar brands rather than resorting to impulse buys. This has led brands to increase their marketing efforts to improve their brand visibility and awareness.
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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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