NH beverages saw a boost to growth in 2020, due to COVID-19. With consumers spending more time at home there was a general increase in demand for drinks to consume at home, with some transfer of sales from foodservice.
Pre-pandemic, e-commerce was a nascent distribution channel in NH beverages. However, with the onset of the virus in Canada, because promotion was limited in the sense of securing new consumers through advertisements in stores, and consumers wee more glued to their screens during lockdown, online was a natural pivot for products in the naturally healthy space.
In the last two years, consumers’ interest in cooking increased as a result of being confined to the home, and basic, natural ingredients became a priority. COVID-19 encouraged consumers to pay closer attention to the food and drink they consumed and how they could impact their immune system.
The outlook for NH beverages looks positive, with retail volume and current value growth expected throughout the forecast period. These products are perceived to be healthier than many other HW beverage alternatives.
PepsiCo Beverages Canada continued to lead NH beverages in retail value terms in 2021, although this remained a fairly fragmented category. In 2021, combined private label accounted for a notable share of retail value sales, and held second position, although its share slipped gradually throughout the review period.
As the pandemic has increased consumers’ sensitivity to the origin of the products they consume, those interested in naturally healthy products are also likely to be the same consumers concerned about the effects of climate change and the complicated nature of global supply chains. With consumers becoming increasingly interested in more sustainable products, this could offer an opportunity for local players to introduce NH beverages made from locally-sourced ingredients.
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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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