The COVID-19 crisis has seen demand for fortified/functional beverages supported by consumers looking to boost the functioning of their immune systems through the consumption of fortified/functional products, including FF soft drinks, FF energy drinks and FF sports drinks. During the pandemic, many consumers have looked to increase their consumption of vitamin C and minerals believed to enhance the effectiveness of their immune systems.
FF plant-based and malt-based hot drinks has seen retail volume growth accelerate during the COVID-19 crisis. The poorer performance of malt-based hot drinks in previous years was attributed to the rising popularity of RTD malt-based drinks, such as Milo and Ensure, offered in formats such as metal cans or cartons, which provide more convenience for consumers leading busy lifestyles.
During the COVID-19 crisis, all the key players in fortified/functional beverages, such as Red Bull, Suntory PepsiCo Vietnam Beverage Co Ltd and Tan Hiep Phat Group, have been active in marketing and advertising activities, helping most to perform well. Red Bull (Vietnam) with its Red Bull brand continues to lead FF beverages thanks to its strength in the largest category, FF energy drinks.
The outlook for FF beverages is positive, with the category expected to see growth driven by the further development of the health and wellness trend during the forecast period. On-trade sales of FF beverages are expected to recover from the impact of the COVID-19 crisis, as factors such as vaccination programmes enable consumers to return to foodservice outlets and bring tourists back to Vietnam.
Key players in fortified/functional beverages such as Suntory PepsiCo, Red Bull (Vietnam) Co Ltd and Tan Hiep Phat are expected to engage in active new product development to increase their sales, as well as to respond to the more sophisticated demand from Vietnamese consumers, once they recover from the pandemic and the economy returns to a more solid footing. The major players are expected to target mid- and high-income consumers with FF beverages across a growing range of categories, in line with the increasing sophistication of consumer health knowledge and growing familiarity with functional products.
International players will play an important role in leading product innovation in FF beverages thanks to their experience in health and wellness products in other markets, as well as their considerable financial resources. In addition, smaller players might import less well-known brands and products in response to the rising demand for FF beverages amongst consumers.
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Fortified/Functional Beverages
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 DefinitionsThis report originates from Passport, our Fortified/Functional Beverages research and analysis database.
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