Despite growing from an extremely low base, NH hot drinks, and especially NH tea, posted a surge in demand in retail volume terms in 2020. During the 2020 COVID-19 crisis, these categories were boosted by the increased focus on health and immunity sparked by the pandemic.
NH flavoured bottled water was one of the top performers in terms of retail volume growth in 2020. This product area benefited from the long periods of home seclusion that Greek consumers faced in 2020 and the increase in at-home consumption of beverages in general.
NH superfruit juice benefited from home seclusion in 2020 as consumers drank more beverages at home in general as they faced the closure of foodservice outlets around the country. The category also benefited by the fact that the COVID-19 pandemic has driven an increased interest in preventative health and nutrition as consumers are more motivated by the threat of infection to boost their immune systems.
The spike in NH tea is expected to normalise at the beginning of the forecast period, with a reduced retail volume growth rate expected in 2020. This is due primarily to the unusually high level of growth experienced in 2020 as more Greek consumers were motivated to introduce NH tea products into their dietary routines due to the boost that these products can offer to the immune system.
In anticipation of a second wave of COVID-19, which is expected to drive demand for products in NH fruit/herbal tea, Atlanta is expected to increase its portfolio in naturally healthy beverages in the forecast period. The company is expected to launch a range of new variants under the popular Twinings brand.
NH flavoured water is expected to continue to attract interest from manufacturers. Alongside the existing manufacturers of bottled water, which are currently dominating the competitive landscape, manufacturers of carbonates are expected to enter the competitive landscape of NH flavoured water in the coming years.
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