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Health and Wellness in Ireland
January 2022
Health and wellness in 2021: The big picture
While there was a growing health and wellness trend in Ireland prior to the pandemic, COVID-19 accelerated this trend and made consumers even more mindful of their consumption and ironically the pandemic has been a boon for health and wellness. The 2020 lockdowns led to increased retail current value and volume sales across all segments.
2021 key trends
The high sugar content of soft drinks continued to concern consumers in 2021, and as a result, also manufacturers. Since the rollout of the sugar tax in 2018, companies have been investing resources to transfer consumption from less profitable regular soft drinks to low calorie soft drinks and it is paying dividends.
Competitive landscape
Competition is intense among companies, with no one company holding significant value share, across either health and wellness beverages or packaged food. Overall, soft drinks companies held the top three positions in 2021, that is Coca-Cola HBC Ireland Ltd, Britvic Ireland Ltd and Lucozade Ribena Suntory Ireland Ltd.
Retailing developments
Store-based retailers remained the major channel for health and wellness packaged food and beverages in 2021, with supermarkets increasing its share in all areas. Though e-commerce received a boost from the 2020 lockdowns, e-commerce registered a decline in value sales in 2021, as consumers started visiting brick-and-mortar stores once again.
What next for health and wellness?
The outlook is positive for health and wellness over the forecast period, as the legacy of the pandemic continues to make consumers much more mindful about health and wellness. Many consumers will continue to avoid high levels of consumption of sugar, fat, salt and caffeine going forward, with manufacturers responding by offering products with either zero or reduced contents of these ingredients.
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Overview:
Understand the latest market trends and future growth opportunities for the Health and Wellness industry in Ireland with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
Better For You Beverages
Better For You Packaged Food
Fortified/Functional Beverages
Fortified/Functional Packaged Food
Free From
Naturally Healthy Beverages
Naturally Healthy Packaged Food
Organic Beverages
Organic Packaged Food
If you're in the Health and Wellness industry in Ireland, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Health and Wellness in Ireland report includes:
Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic volume and value sizes, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent research methodology, conducted in-country
This report answers:
What is the market size of Health and Wellness in Ireland?
What are the key health and wellness concerns driving sales in Health and Wellness?
Is Health and Wellness a dynamic niche or mainstream concern in Ireland?
Which are the leading brands in Health and Wellness in Ireland?
How are products distributed in Health and Wellness in Ireland?
How has COVID-19 and accordant recession impacted sales? Which categories have seen rising demand? Which are most vulnerable to economic disruption and diminished consumer confidence?
Where is future growth expected to be most dynamic?
Health and Wellness in Ireland
EXECUTIVE SUMMARY
Health and wellness in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
What next for health and wellness?
MARKET DATA
Table 1 Sales of Health and Wellness by Type: Value 2016-2021Table 2 Sales of Health and Wellness by Type: % Value Growth 2016-2021Table 3 Sales of Health and Wellness by Category: Value 2016-2021Table 4 Sales of Health and Wellness by Category: % Value Growth 2016-2021Table 5 Sales of Health and Wellness by Prime Positioning: Value 2016-2021Table 6 Sales of Health and Wellness by Prime Positioning: % Value Growth 2016-2021Table 7 NBO Company Shares of Health and Wellness: % Value 2017-2021Table 8 LBN Brand Shares of Health and Wellness: % Value 2018-2021Table 9 Distribution of Health and Wellness by Format: % Value 2016-2021Table 10 Distribution of Health and Wellness by Format and Category: % Value 2021Table 11 Forecast Sales of Health and Wellness by Type: Value 2021-2026Table 12 Forecast Sales of Health and Wellness by Type: % Value Growth 2021-2026Table 13 Forecast Sales of Health and Wellness by Category: Value 2021-2026Table 14 Forecast Sales of Health and Wellness by Category: % Value Growth 2021-2026Table 15 Forecast Sales of Health and Wellness by Prime Positioning: Value 2021-2026Table 16 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2021-2026
DISCLAIMER
SOURCES
Summary 1 Research Sources
Better For You Beverages in Ireland
KEY DATA FINDINGS
2021 DEVELOPMENTS
Volume sales of reduced caffeine beverages slow in 2021
Value growth within reduced caffeine hot drinks
Reduced sugar flavoured bottled water best performer in 2021
PROSPECTS AND OPPORTUNITIES
Reduced caffeine struggles against competition
HFSS regulation boosts reduced sugar demand
Reduced sugar outgrow regular
CATEGORY DATA
Table 17 Sales of BFY Beverages by Category: Value 2016-2021Table 18 Sales of BFY Beverages by Category: % Value Growth 2016-2021Table 19 NBO Company Shares of BFY Beverages: % Value 2017-2021Table 20 LBN Brand Shares of BFY Beverages: % Value 2018-2021Table 21 Distribution of BFY Beverages by Format: % Value 2016-2021Table 22 Forecast Sales of BFY Beverages by Category: Value 2021-2026Table 23 Forecast Sales of BFY Beverages by Category: % Value Growth 2021-2026
Fortified/Functional Beverages in Ireland
KEY DATA FINDINGS
2021 DEVELOPMENTS
Fortified hot drinks see strong growth as consumers look to boost mental and physical health
Functional benefits targeted at boosting immune system gain further value share
Consumers look for added benefits from bottled water
PROSPECTS AND OPPORTUNITIES
Growing veganism trend expected to drive value growth of plant-based hot drinks
Unit prices grow as consumer look for value-added
Varying functionalities in demand as fears of COVID-19 abate
CATEGORY DATA
Table 24 Sales of Fortified/Functional Beverages by Category: Value 2016-2021Table 25 Sales of Fortified/Functional Beverages by Category: % Value Growth 2016-2021Table 26 Key Functional Ingredients in Fortified/Functional Bottled Water: % Value 2016-2021Table 27 Key Functional Ingredients in Fortified/Functional 100% Juice: % Value 2016-2021Table 28 Key Functional Ingredients in Fortified/Functional Juice Drinks (up to 24% juice): % Value 2016-2021Table 29 Key Functional Ingredients in Fortified/Functional Nectars (25-99% juice): % Value 2016-2021Table 30 NBO Company Shares of Fortified/Functional Beverages: % Value 2017-2021Table 31 LBN Brand Shares of Fortified/Functional Beverages: % Value 2018-2021Table 32 Distribution of Fortified/Functional Beverages by Format: % Value 2016-2021Table 33 Forecast Sales of Fortified/Functional Beverages by Category: Value 2021-2026Table 34 Forecast Sales of Fortified/Functional Beverages by Category: % Value Growth 2021-2026
Naturally Healthy Beverages in Ireland
KEY DATA FINDINGS
2021 DEVELOPMENTS
Decline in volume sales in 2021
Consumer preference shifts to natural ingredients
Barry’s expands portfolio in NH fruit/herbal tea
PROSPECTS AND OPPORTUNITIES
Private label grocery brands support growth of NH fruit/herbal tea
NH superfruit satisfies appetite for novelty within health and wellness
Sustainability concerns limit bottled water consumption
CATEGORY DATA
Table 35 Sales of NH Beverages by Category: Value 2016-2021Table 36 Sales of NH Beverages by Category: % Value Growth 2016-2021Table 37 NBO Company Shares of NH Beverages: % Value 2017-2021Table 38 LBN Brand Shares of NH Beverages: % Value 2018-2021Table 39 Distribution of NH Beverages by Format: % Value 2016-2021Table 40 Forecast Sales of NH Beverages by Category: Value 2021-2026Table 41 Forecast Sales of NH Beverages by Category: % Value Growth 2021-2026
Organic Beverages in Ireland
KEY DATA FINDINGS
2021 DEVELOPMENTS
Organic slowly gains value share
Nespresso launches first organic coffee pods in Ireland
100% juice leads growth in juice
PROSPECTS AND OPPORTUNITIES
Organic juice price increases clash with budget conscious consumers
Organic ranks lower than reduced sugar in consumer preference
CATEGORY DATA
Table 42 Sales of Organic Beverages by Category: Value 2016-2021Table 43 Sales of Organic Beverages by Category: % Value Growth 2016-2021Table 44 NBO Company Shares of Organic Beverages: % Value 2017-2021Table 45 LBN Brand Shares of Organic Beverages: % Value 2018-2021Table 46 Distribution of Organic Beverages by Format: % Value 2016-2021Table 47 Forecast Sales of Organic Beverages by Category: Value 2021-2026Table 48 Forecast Sales of Organic Beverages by Category: % Value Growth 2021-2026
Better For You Packaged Food in Ireland
KEY DATA FINDINGS
2021 DEVELOPMENTS
Moderate value and volume growth in 2021
Reduced fat accounts for most value sales
Companies prioritise new health and wellness claims to the detriment of better for you
PROSPECTS AND OPPORTUNITIES
Growth potential for e-commerce
BFY reduced salt registers highest growth
Food labelling still causing confusion.
CATEGORY DATA
Table 49 Sales of BFY Packaged Food by Category: Value 2016-2021Table 50 Sales of BFY Packaged Food by Category: % Value Growth 2016-2021Table 51 NBO Company Shares of BFY Packaged Food: % Value 2017-2021Table 52 LBN Brand Shares of BFY Packaged Food: % Value 2018-2021Table 53 Distribution of BFY Packaged Food by Format: % Value 2016-2021Table 54 Forecast Sales of BFY Packaged Food by Category: Value 2021-2026Table 55 Forecast Sales of BFY Packaged Food by Category: % Value Growth 2021-2026
Free From in Ireland
KEY DATA FINDINGS
2021 DEVELOPMENTS
Healthy value and volume growth continues
Alpro remains a household name in free from dairy
Supermarkets embrace free from
PROSPECTS AND OPPORTUNITIES
Rosey outlook over forecast period
Flexitarians drive volume sales
Private label hindered in certain product areas due to high technical production requirements
CATEGORY DATA
Table 56 Sales of Free From by Category: Value 2016-2021Table 57 Sales of Free From by Category: % Value Growth 2016-2021Table 58 NBO Company Shares of Free From: % Value 2017-2021Table 59 LBN Brand Shares of Free From: % Value 2018-2021Table 60 Distribution of Free From by Format: % Value 2016-2021Table 61 Forecast Sales of Free From by Category: Value 2021-2026Table 62 Forecast Sales of Free From by Category: % Value Growth 2021-2026
Fortified/Functional Packaged Food in Ireland
KEY DATA FINDINGS
2021 DEVELOPMENTS
Pandemic leads to boost in value sales
FF dairy continues to account for most value sales
Increased competition leads to greater affordability.
PROSPECTS AND OPPORTUNITIES
Moderate growth over forecast period
Tighter regulations could dampen volume sales
Naturally healthy growing threat to fortified/functional
CATEGORY DATA
Table 63 Sales of Fortified/Functional Packaged Food by Category: Value 2016-2021Table 64 Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2016-2021Table 65 Key Functional Ingredients in Fortified/Functional Breakfast Cereals: % Value 2016-2021Table 66 Key Functional Ingredients in Fortified/Functional Bread: % Value 2016-2021Table 67 Key Functional Ingredients in Fortified/Functional Sugar Confectionery: % Value 2016-2021Table 68 Key Functional Ingredients in Fortified/Functional Milk: % Value 2016-2021Table 69 Sales of Fortified/Functional Yoghurt by Standard Fat vs Reduced Fat: % Value 2016-2021Table 70 NBO Company Shares of Fortified/Functional Packaged Food: % Value 2017-2021Table 71 LBN Brand Shares of Fortified/Functional Packaged Food: % Value 2018-2021Table 72 LBN Brand Shares of Fortified/Functional Bread: % Value 2018-2021Table 73 Distribution of Fortified/Functional Packaged Food by Format: % Value 2016-2021Table 74 Forecast Sales of Fortified/Functional Packaged Food by Category: Value 2021-2026Table 75 Forecast Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2021-2026
Naturally Healthy Packaged Food in Ireland
KEY DATA FINDINGS
2021 DEVELOPMENTS
Naturally healthy continues to benefit from pandemic
No change in status quo
Consumers look to buy local
PROSPECTS AND OPPORTUNITIES
Consumers avoid overly processed foods to the benefit of naturally healthy
Naturally healthy benefits from being more affordable than many other health and wellness products
Getting messaging right is very important in NH cereal bars
CATEGORY DATA
Table 76 Sales of NH Packaged Food by Category: Value 2016-2021Table 77 Sales of NH Packaged Food by Category: % Value Growth 2016-2021Table 78 NBO Company Shares of NH Packaged Food: % Value 2017-2021Table 79 LBN Brand Shares of NH Packaged Food: % Value 2018-2021Table 80 Distribution of NH Packaged Food by Format: % Value 2016-2021Table 81 Forecast Sales of NH Packaged Food by Category: Value 2021-2026Table 82 Forecast Sales of NH Packaged Food by Category: % Value Growth 2021-2026
Organic Packaged Food in Ireland
KEY DATA FINDINGS
2021 DEVELOPMENTS
Higher value and volume growth in 2021
COP26 puts organic higher on the priority list
Domestic production of organic packaged food supports growth
PROSPECTS AND OPPORTUNITIES
Healthy value and volume growth over forecast period
Increased direct sales for smaller organic producers
Government increasing focus on organic
CATEGORY DATA
Table 83 Sales of Organic Packaged Food by Category: Value 2016-2021Table 84 NBO Company Shares of Organic Packaged Food: % Value 2017-2021Table 85 LBN Brand Shares of Organic Packaged Food: % Value 2018-2021Table 86 Distribution of Organic Packaged Food by Format: % Value 2016-2021Table 87 Forecast Sales of Organic Packaged Food by Category: Value 2021-2026Table 88 Forecast Sales of Organic Packaged Food by Category: % Value Growth 2021-2026
The following categories and subcategories are included: