During the COVID-19 pandemic, it has been widely believed by consumers that drinking products fortified with vitamins and minerals will strengthen their immune system to better protect against the virus. In addition, the prices of FF beverages are similar to the prices of regular products, which has also made them affordable to most consumers.
FF bottled water was amongst the best performing product areas in 2021. The product area benefited from the positive performance of carbonated and flavoured bottled water – fortified with vitamin C and minerals – with these products seeing high demand as many consumers perceive bottled water as a healthier and more natural refreshing beverage compared to soft drinks, for example.
In the course of 2021, the value of the Turkish lira has depreciated considerably against the U.S.
Over the forecast period, FF beverages is anticipated to demonstrate positive volume and current value growth, supported by growing consumer demand for nutritionally beneficial beverages. Moreover, with people resuming busy lifestyles, consumer demand for beverages that boost energy levels and meet at least part of the daily vitamin and mineral requirements is expected to increase.
The COVID-19 pandemic has led people to adopt healthier lifestyles and make sure that what they consume contains added health benefits. The rising demand for FF beverages is predicted to encourage companies to develop a higher number and variety of products, as well promoting their existing products.
During the COVID-19 pandemic, many consumers opted to order from e-commerce platforms as a safer way of shopping. Over the forecast period, the share of e-commerce is expected to increase since people have discovered the efficiency of this 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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