Naturally healthy beverages are set to see a return to positive volume sales growth in 2020, although below the average generated over the review period. Sales have been partially lifted by the effects of COVID-19 on consumption habits.
NH 100% juice is the most valuable sales category in 2020, but is set to see sales drop in current value terms over the year. This is largely a result of consumers trading down to cheaper formats and some supply line issues that have limited availability, and as a result average prices per litre dropped markedly after strong growth in 2019.
NH RTD tea continues to deliver exceptional growth in 2020, driven largely by kombucha sales. Growth in the category has been high since the launch of Puhdistamo Real Foods Oy’s organic Puhdistamo kombucha brand in the second half of 2018 – in 2019, it was reported that in some retail outlets Puhdistamos’s Kombucha Cola was outselling Coca-Cola on a monthly basis.
Retail volume sales of naturally healthy beverages are set to fall over the forecast period. In the short term, this will be a result of Finns consuming anything that they have stockpiled in the second half of 2020 and early 2021, which will limit retail sales, as well as the reopening of the economy and the rebuilding of foodservice sales.
Product development continues to offer the greatest opportunities within naturally healthy beverages, and as demonstrated by the success of kombucha, Finnish consumers are very open to new products. Products like cold pressed berry juices are gaining some visibility in 2020, and the strong artisanal position of these products can deliver price growth and consumer interest.
Naturally healthy beverages is set to come under increasing pressure from the development of other health and wellness beverage products. NH soft drinks is particularly threatened by this, as for many consumers the perceived difference between these products and FF and BFY soft drinks is blurred.
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This report originates from Passport, our Naturally Healthy Beverages research and analysis database.
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