Fortified/functional beverages in Sweden is dominantly comprised of FF soft drinks in 2021, with FF hot drinks having a very minor share. This is because in coffee, which is by far the greatest category in hot drinks, consumers demand exotic flavour combinations or a rich and high-quality taste, rather than fortification Therefore, sales of FF hot drinks beverages are essentially limited to FF tea, though Zoégas Forte (a coffee product enhanced with extra caffeine) was released in 2021 and may lead to FF fresh coffee becoming a non-negligible category.
In 2021, fortified/functional beverages continue to be available in all FF soft drinks categories, except reduced sugar sports drinks, with sales picking-up the pace after stagnation in the first year of the pandemic. Driving categories in FF remain energy drinks (with this holding the largest share within the category) and fruit/vegetable juice.
E-commerce experienced a large boost in 2020 and will continue growing in 2021 due to consumers increasingly adopting the channel to shop from the safety of their homes. Even though restrictions have been lifted, consumers continue to social distance, remaining wary of the virus.
Over the forecast period, sales of FF fruit/herbal tea are set to continue growing, as the category is represented by some of the fastest growing brands, such as Pukka and Yogi Tea. Consumer focus will turn even more to the consumption of beverages that are positioned with a functional health image, particularly those based on natural and organic ingredients.
FF soft drinks is set to continue its momentum over the forecast period, with sales largely being driven by the largest category FF energy drinks. Consumers will be keen to return to their busy active lifestyles following the pandemic and will thus resume higher consumption of FF energy drinks to boost their energy levels.
In the short-term, impulse purchases are set to remain low for fortified/functional beverages, as the threat of the virus is set to linger in the country until vaccines have been more fully rolled out. Consumers are likely to continue staying at home, to reduce the risk of contracting the virus, and are less likely to shop in forecourt retailers or visit foodservice venues during this time.
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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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