Naturally healthy beverages continued to see steady growth in current value terms in 2021, albeit slightly slower than the growth seen in 2020. Sales have benefitted from the effects of COVID-19 on consumption habits.
NH 100% juice was the largest category in current value terms in 2021, but it saw slower growth compared to 2020. This was partly a result of consumers trading down to cheaper formats, with private label seeing healthy gains in the category in 2021.
NH beverages remains a relatively underdeveloped area of HW beverages in Finland with it facing stiff competition from other health and wellness categories, such as FF and BFY beverages which have a more clearly defined proposition. Nevertheless, as the demand for natural ingredients grows and consumers start to pay more attention to what they put into their bodies this is fuelling interest in NH beverages.
NH beverages in Finland looks set for modest growth over the forecast period with only limited new product development expected to be seen. While NH bottled water should continue to see steady gains thanks its healthy image, NH 100% juice could suffer due to concerns over the high sugar content of some products.
The category is likely to see more value-added products being launched with premium or natural positioning.
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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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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