Naturally healthy is the most prominent health and wellness beverages category in Brazil, as it encompasses 100% juice and fruit/herbal tea, which are themselves important in their own categories as they represent high growth rates in juice and hot drinks respectively. This growth is attributed to how the categories have been developing.
While the culturally established 100% juice and fruit/herbal tea are motors for NH beverages, a factor hampering growth has been the macroeconomic scenario in Brazil, which has been facing increasing difficulties due to the impact of COVID-19. One major problem is the consistent high unemployment rate, which in itself is a factor hampering growth in health and wellness products, including NH beverages, as it prevents the expansion of these products due to their higher unit prices than standard products.
NH beverages is facing a dilemma. The appeal of its products is derived from their intrinsic claims, such as camomile tea for relaxation, and orange for the vitamin C content and perceived immunity boost.
Although NH beverages is one of the most diverse health and wellness categories, the need for further innovation remains relevant, especially in NH fruit/vegetable juice, which is a difficult category to exploit due to its high dependence on two major products: grape juice and orange juice. Although these two flavours are what most consumers are looking for, greater diversification will be important in the future in order to remain relevant and appeal to more experimental consumers.
NH beverages have an advantage over other health and wellness beverages, in that their proposition is more varied and therefore they can adapt better to new health trends. In 2020 and 2021 this was particularly evident.
Health and wellness products already have good penetration of various online platforms and e-commerce, mainly because this channel can market directly to niche consumer groups. 2020 helped this distribution channel develop further, and many consumers who made their first contact with the channel had a good experience.
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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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