Naturally healthy beverages recorded slightly higher retail value growth in 2020 compared to 2019, driven by increased demand for fermented health products such as kombucha and natural juices. This was particularly evident during the peak of Australia’s lockdown between April and May 2020 when many consumers stockpiled essentials.
NH bottled water recorded a sharper value decline in 2020 compared to 2019 as Australian consumers continued to prefer carbonated water over still. This was reflected in the double-digit value decline for the largest category of NH still spring bottled water, which helped to bring sales down for the category.
Lion remained the leading player in naturally healthy beverages in 2020, with marginal value share growth compared to 2019. The player maintained a healthy lead in NH 100% juice with its no added sugar Daily Juice brand and continued to benefit from its wide juice portfolio, which also includes the Berri, Just Juice and Australian Grown brands.
Naturally healthy beverages is expected to record marginally negative average retail value growth at constant 2020 prices over the forecast period as several categories face different challenges. Among those categories set to record positive growth, only a very few, including RTD green tea and NH carbonated spring bottled water, are expected set to record higher average growth over the forecast period compared to the review period.
Despite continuing growth for NH carbonated water over the forecast period, branded versions of carbonated flavoured water are expected to face competition from a growing range of carbonated Asian teas. Added to this, private label players are set to pose a threat to established brands as consumers are increasingly likely to perceive carbonated water as a commoditised product, with less and less differentiation between branded and private label versions.
Naturally healthy beverages is expected to see a proliferation of premium products over the forecast period. As an example, the Saicho brand of RTD sparkling tea was created in response to the growing popularity of alcohol-free alternatives at high-end on-trade venues in Hong Kong and the UK.
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Understand the latest market trends and future growth opportunities for the Naturally Healthy Beverages industry in Australia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Naturally Healthy Beverages research and analysis database.
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