The growth in retail volume and current value sales of fortified/functional beverages continued in Spain in 2021, albeit at a slightly slower pace than in 2020. It should be noted that the category performance was enhanced considerably in 2020 due to the exigencies of the Coronavirus (COVID-19) public health crisis.
The COVID-19 pandemic has boosted consumer interest in health and wellness. In this vein, beverages fortified with vitamins proved particularly popular with adults and parents seeking an easy way to boost their and children’s vitamin intake as a preventative health measure against the virus and other illnesses.
Consumers are stepping up their search for organic and functional versions of beverages as a way of improving their health and wellbeing in a natural way. In this light, consumer trends are growing the opportunities for manufacturers of FF beverages in terms of per capita consumption, not least by helping them to create, build and reach new target audiences among younger generations.
The sales performance of FF beverages is expected to remain vigorous in the forecast period. However, the negative economic effects of the lingering COVID-19 pandemic on consumer confidence and higher retail prices as a consequence of the VAT increase on sugary and sweetened beverages for some categories, such as carbonates, energy drinks and nectars (25-99% juice), are likely to have a negative impact on the performance of FF beverages in the short term, at least.
As FF soft drinks remains relatively underdeveloped in Spain, the burgeoning health and wellness trend is expected to provide significant growth opportunities for such beverages in the forecast period. As the COVID-19 public health crisis eases and consumers return to their pre-pandemic work, social and leisure norms, the resumption of outdoor and indoor sports activities and exercise regimes and night-time activities by young people offer significant potential for growth in retail current value sales for FF sports drinks and FF energy drinks over the forecast period.
While remaining small in 2021, e-commerce’s share of retail value sales of FF beverages increased marginally. This followed a dynamic increase in retail value sales and a more significant retail value share increase in 2020, as the exigencies of the pandemic saw consumers move to e-commerce in search of a more convenient, accessible and safer distribution channel.
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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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