Naturally healthy beverages is the largest product area in terms of value sales within health and wellness. However, though it registered an increase in current value and volume sales, growth was not as high as for other health and wellness segments.
Changes with regard to product mix and channel distribution took place within NH juice as a result of the pandemic. Continued school closures and home seclusion for parts of 2021 resulted in a shift away from single-serve to larger pack sizes and a resulting decline in average unit price.
Whereas overall NH bottled water did not perform well in 2021, NH flavoured bottled water registered a very strong performance. With the health and wellness trend gathering pace as a result of COVID-19, there has been a gradual shift from carbonates to flavoured bottled water.
There is a growing consumer base for NH tea in Greece, mainly driven by the younger generation, who are more open to a diverse range of naturally healthy beverages. Also, the pandemic lockdowns also introduced many consumers to NH tea for the first time and over the forecast period, there will be health constant value and volume growth in NH tea, though from a small base.
NH flavoured bottled water is in a good position to gain further market share over the forecast period. Consumers are becoming even more discerning about ingredients and are shifting away from beverages that are low in nutritional value and high in sugar.
There are two main consumers of juice in Greece – price sensitive consumers and consumers that are willing to pay a premium for juice with higher nutritional value. While the latter is a niche consumer base, it is growing and as a result companies are become more active in this space.
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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 DefinitionsThis report originates from Passport, our Naturally Healthy Beverages research and analysis database.
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