Traditionally, Dutch consumers are suspicious about soft drinks brands making bold claims about their health benefits. Consumers also tend to be suspicious about beverages which are fortified as they see these as unnatural and therefore unhealthy.
FF hot drinks was a major driver of growth for overall fortified/functional beverages in 2021. Tea in general is not only consumed for its flavour/taste, but also because Dutch consumers feel this product can help them stay healthy.
Among FF soft drinks in the Netherlands, it was only FF energy drinks which continued to perform well in 2021, with positive growth in both value and volume retail sales. This was alongside the relatively low increase of energy drinks in the on-trade, with consumers continuing to conduct much of their working lives from home.
Fortified/functional beverages is projected to achieve steady but low growth over the forecast period. FF energy drinks is one of the key categories that will drive this growth.
All types of fortified/functional juice and juice-based beverages will continue to decline during the forecast period. Dutch consumers have a general preference for reduced sugar and naturally healthy alternatives.
Despite the slow return to normal life which is predicted to take place over the forecast period, with consumers again enjoying sports and outdoor activities, the growth potential of FF sports drinks remains limited. It is expected that sales of these products will see a very modest recovery early in the forecast period, but later will return to a negative development.
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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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