Fortified/functional beverages in South Korea is set to see a rebound in growth in 2021, supported by the positive performance of FF energy drinks, and the smaller category of FF bottled water. Sales of FF energy drinks continue to grow as consumers search for caffeine-fortified beverages as a stress relief measure.
FF fruit/herbal tea remains a valuable category for FF hot drinks, despite predictions for low declines in 2021. Functional ingredients are a key factor in attracting consumers and influencing their purchasing decisions, with manufacturers becoming increasingly specific in the marketing of certain ingredients.
Fortified/functional beverages is expected to recover over the early part of the forecast period, in part due to the full recovery of FF sports drinks, the largest category. Declining demand in 2020 was directly linked to the pandemic and the loss of consumption occasions due to lack of mobility.
Fortified/functional beverages is set to record stronger value growth (at constant 2021 prices) over the forecast period compared to the review period, as the South Korean government has relaxed the labelling regulation for these products. With the revision of regulations concerning the recognition of functional ingredients and standards and specifications for health functional foods by the Ministry of Food and Drug Safety of Korea, an increasing number of fortified/functional brands will actively advertise their health benefits.
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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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