Naturally healthy beverages are performing very well in 2020, returning to moderate current value growth after experiencing a decline in 2019. Naturally healthy beverages were already becoming more and more popular before the pandemic, but it notably intensified after the emergence of COVID-19 in 2020.
Considered as naturally healthy since it does not contain sugar or sweetener, naturally healthy flavoured bottled water emerges as the best alternative to soft drinks in 2020. In fact, flavoured bottled water is set to post double-digit current value growth in 2020.
In 2020, Little Miracles superfood shots are growing very fast in current value terms in Belgium. At the onset of the pandemic in March, the company launched a new juice shot, with turmeric, ginger and pineapple.
In 2021, naturally healthy beverages is set to post slower current value growth in comparison to 2020, before strengthening and stabilising throughout the rest of the forecast period. The slowdown in growth in 2021 may be due to less immediate concern to buy immune support positioned beverages as worries surrounding COVID-19 begin to dissipate.
Naturally healthy flavoured bottled water holds much potential in the forecast period, as its penetration rate among the Belgian population is not yet optimal. Therefore, much innovation is expected, mostly in the still format.
Over the forecast period, naturally healthy beverages is expected to become more and more “scientific” in its health claims. For example, manufacturers may increase the use of naturally healthy ingredients or bacteria that are still not well known by the public to generate consumer interest.
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Understand the latest market trends and future growth opportunities for the Naturally Healthy Beverages industry in Belgium 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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