Although NH RTD green tea is still a nascent naturally healthy beverages category with negligible retail value sales it is becoming more popular thanks to the natural antioxidant properties of these beverages, as well as vitamins that naturally boost one’s general health and immune system. Higher priced NH tea brands such as Arizona (Nova Trade OOD) and Yogi Tea (Smart Organic AD) also registered healthy retail value sales growth in 2020 and 2021.
COVID-19 resulted in making many consumers more mindful of the nutritional value and benefits of the food and drinks they consume. Unlike other soft drink categories, fruit/vegetable juice offers high nutritional value which is increasingly recognised and valued by consumers.
Many urban, active Bulgarian consumers are becoming more sophisticated and are placing increased focus on natural ingredients, free from formulas and are more open to products promising positive health effects. This trend is expected to stimulate demand for NH fruit/vegetable juice and NH RTD tea as both categories are generally viewed as healthier substitutes for sugary low nutritional soft drinks like carbonates.
The post pandemic economic uncertainty is expected to limit demand for higher priced health and wellness categories such as naturally healthy beverages. The consumer segment of non-alcoholic drinks is anticipated to become even more polarised as mass consumers are likely to become more price sensitive due to growing inflation and the rising cost of living.
Higher priced naturally healthy beverages, such as NH superfruit nectars (25-99% juice), NH tea and coconut water are anticipated to continue benefiting from the rapid retail value sales growth of e-commerce. Digital marketing and social media allows brand owners to reach their target consumers directly, luring them with attractive discounts and exclusive promotions, thereby stimulating demand of these higher priced naturally healthy beverages.
It is expected that rising unit prices of basic food and drinks categories will also drive prices of naturally healthy beverages in the forecast period. Indeed, naturally healthy beverages is anticipated to see higher average unit prices over the forecast period than those seen in the review period.
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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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