Naturally healthy (NH) beverages in Australia declined slightly in current value terms in 2021, following a similar decline in 2020. Much of this decline was confined to one category, NH bottled water, the consumption of which plummeted in both 2020 and 2021.
Green tea became increasingly popular amongst Australians in recent years. Much of this popularity came from a growing cult-following of matcha flavoured products, a flavour that has been adopted for everything from cakes to ice cream to bubble tea.
The consumption of NH soft drinks has been suppressed by a switch by consumers from the shelf-stable aisles in the centre of supermarkets – where most cranberry and prune juices are sold – to the better-trafficked chilled aisles. Whilst cranberry and prune juice do not provide strong growth opportunities, other superfruits recently emerged with stronger prospects, most notably aloe vera drinks, such as Oriental Merchants’s Yoosh brand and Rockman (Australia) Pty Ltd’s Ya-Coya.
Since consumers are likely to spend more time at home over the forecast period, they will continue to have easy access to tap water. Thus, the consumption of NH bottled water – which is by some distance the primary category within NH beverages – will continue to stagnate.
NH fruit/herbal tea became an important part of the lifestyles of many Australians during lockdown. These products both appeared appropriate for the more relaxed pace of working from home, as well as a calming influence for parents who were not only working from home but also looking after their children when the schools were closed.
NH green tea is expected to continue to grow over the forecast period, benefiting from the large proportion of Australians working and spending more time at home, factors that will expand the appeal of tea overall. NH green tea is not expected to grow to the same extent as other forms of tea, namely fruit/herbal tea.
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Naturally Healthy Beverages
This category includes products on the basis of naturally containing a substance that improves health and wellbeing beyond the product’s pure calorific value. These products are usually a healthier alternative within a certain sector/subsector. High fibre food (wholegrain/wholemeal/brown), soy products, sour milk drinks, nuts, seeds and trail mixes, honey, fruit and nut bars and olive oil are considered NH foods and 100% fruit/vegetable juice, superfruit juice, natural mineral water, spring water, RTD green tea etc. are considerd NH beverages. While many of these products are marketed on a health basis, this might not always be the case. Naturally healthy food and beverages that are additionally fortified fall into the 'fortified/functional' category. For product category definitions please refer to the definitions section (can be found under the "Help" section on Passport) for the respective system: Packaged Food, Hot Drinks, Soft Drinks.See All of Our Definitions
This report originates from Passport, our Naturally Healthy Beverages research and analysis database.
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