In 2021, naturally healthy beverages posted slower current value growth in comparison to 2020. This comes after a year of high growth in 2020 when naturally healthy beverages performed very well.
Considered as naturally healthy since it does not contain sugar or sweetener, naturally healthy flavoured bottled water emerged as the best alternative to soft drinks. In fact, flavoured bottled water posted double-digit current value growth in 2020 and 2021.
In 2021, Little Miracles superfood shots continue growing very fast in current value terms in Belgium. At the onset of the pandemic in March 2020, the company launched a new juice shot, with turmeric, ginger and pineapple.
In 2022, naturally healthy beverages is set to post slower current value growth in comparison to 2021, before stabilising throughout the rest of the forecast period. The slowdown in growth in 2022 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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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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