Volume and value sales of fortified/functional beverages continue to be driven by retail demand in South Africa. COVID-19 has bolstered this trend, as many employees continued to work from home in 2021 and generally resisted returning to offices, where the latter tend to be located in areas that support foodservice demand.
COVID-19 has dramatically changed the distribution of health and wellness beverages in South Africa, with local consumers increasingly using e-commerce as their preferred shopping channel. Much of this stems from the channel’s convenience factor, allowing consumers to have their orders delivered directly to their homes with minimal human contact.
With the continued impact of COVID-19 being felt by local consumers, immunity-boosting ingredients are becoming increasingly popular within fortified/functional beverages as an attractive selling point. Typical immune-boosting ingredients include ginseng, ginger, vitamin C, vitamin D, zinc and antioxidants, among others.
Demand for FF sports drinks began to improve in 2021, following the easing of lockdown restrictions across the country. This has allowed for sporting events to resume, which boosted demand for sports drinks due to their hydration and electrolyte replenishment properties.
Following the healthy living trend in South Africa, FF bottled water witnessed stronger growth in 2021 compared to 2020, with a stable but moderate performance expected over the forecast period, as an increasing number of local consumers shift away from high sugar/artificially-sweetened beverages. Therefore, FF bottled water is considered to be one of the main substitutes for consumers who are looking to reduce their sugar intake, as it has the perception of being one of the healthiest health and wellness beverages available.
While demand for FF plant-based and malt-based hot drinks remained subdued in 2021, value sales continued to rise, while retail volume sales are predicted to improve over the forecast period based on the increasing demand for plant-based dairy alternatives in South Africa. This is being driven by the rising presence of a vegetarian, vegan and flexitarian consumer base, be it for ethical or sustainability reasons.
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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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