After a strong performance in 2020, there was a more muted performance in 2021, as a portion of value sales switched to foodservice, with outlets open once again. Beverages with immune boosting properties continued to be popular in 2021, as consumer looked to protect themselves from COVID-19 infection.
An interesting product launch in 2021 was Coffizz bottled water, with added caffeine. The beverage, which has a fruity flavour, provides energy and is a competitor to energy drinks.
Red Bull Slovensko leads FF beverages in Slovakia with its one brand, Red Bull in FF energy drinks. Red Bull saw further value sales growth in 2021 thanks to its well-known name, as well as strong promotional activity that included in-store and social media activity.
Fortified/functional beverages will register healthy constant value and volume growth over the forecast period. With the pandemic being brought under control, players will concentrate again on innovation.
Manufacturers are expected to increasingly differentiate from their competitors in order to attract consumer interest. For example, at the end of the review period, Slovak company McCarter which manufacturers bottled water among other products, launched the Body & Future vitamin water brand, which claims to offer multiple benefits.
In 2022, a deposit system for returning PET bottles and metal cans at vending machines is to be introduced, with certain retailers such Lidl, Tesco and Coop Jednota already testing the system. Its goal is to reduce the negative environmental impact of packaging by giving consumers an incentive to recycle.
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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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