Traditionally, Dutch consumers have tended to be wary of the claims of fortified/functional beverages. Therefore, many consumers prefer naturally healthy beverages over fortified/functional alternatives.
The closure of the on-trade channel, including cafés, from March-May 2020 to halt community transmissions of COVID-19 resulted and in a strong and robust shift from foodservice to retail sales. In order to aid immunity and ensure supply during home seclusion, consumers stockpiled FF beverages in the early weeks of the lockdown.
While immunity concerns supported sales of FF beverages, the pandemic also limited the potential development of the category. The lockdown and subsequent restrictions resulted in bans/limitations on sporting activities and other outside events, as well as fewer impulse and on-the-go consumption occasions.
Energy drinks is projected to be one of the main drivers of retail sales growth in fortified/functional beverages in the forecast period. Despite the anticipated positive performance, the sales development of FF energy drinks is expected to be limited.
Compared with 2020, retail sales are set to drop gradually in volume terms and be slower in value (at constant 2020 prices) growth terms during the forecast period. Consumers will de-stock before making repeat purchases, having stockpiled during the lockdown.
The demand for FF sports drinks is expected to continue to decline through the forecast period, albeit at a slower rate than over the review period. As many would-be consumers see FF sports drinks as simply high in calories, they prefer other types of beverages to rehydrate after workouts and sporting activity.
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