The COVID-19 pandemic drove an accelerated rate of growth in current retail value sales of naturally healthy (NH) beverages in 2020, as many Danes became more health conscious. With many spending more time at home, retail consumption benefited, with consumers generally drinking more hot drinks and soft drinks at home.
The retail current value decline seen for NH fruit/vegetable juice for much of the review period was reversed in 2020, with this linked to the closure of consumer foodservice outlets and a shift to retail sales. Growth was mostly driven by NH superfruit 100% juice, as many consumers perceived these products to have a high vitamin content and thus to be helpful in increasing immunity and fighting off COVID-19.
In common with many countries, the COVID-19 pandemic resulted in an economic downturn and ongoing economic uncertainty at the end of the review period. There was an increase in unemployment in 2020, causing consumers to become more price sensitive.
The decline seen in current value terms for overall NH beverages in 2021 will not continue in the forecast period, which is expected to see current value and retail volume sales perform more strongly than the review period. There will be stronger competition from on-trade sales in the forecast period as society opens up after the pandemic.
NH bottled water is set to continue to account for the bulk of retail value sales of NH beverages over the forecast period, as it is perceived as the healthiest, purest and most natural option. However, growth is expected to be slow over the forecast period.
While NH 100% juice will see decline in 2021, this will be short-lived and sales are expected to return to growth in current value terms over the forecast period. Sales are expected to benefit from interest in superfruit variants, although concerns over sugar will dampen growth for overall NH 100% juice.
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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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