Prior to the emergence of the pandemic, demand for naturally healthy beverages in Hong Kong was gaining momentum as part of the ongoing development of the health and wellness trend. An increasing number of local health-conscious consumers were switching to perceived natural options which did not include a high number of ingredients or sweeteners.
Overall, NH soft drinks is set to improve in demand terms due to the stabilisation of COVID-19 and resumption of lifestyles and routines, in addition to an improving local economy. NH bottled water remains the largest category and is set to resume its positive growth trajectory over 2021 due to its healthy positioning and perceptions.
NH hot drinks had particularly benefited from the home seclusion trend in 2020 recording double-digit retail volume growth. While predicted to see declines in 2021 in comparison, overall demand will remain higher than pre-pandemic levels.
The reach of naturally healthy beverages in Hong Kong remains mainly limited to certain categories such as NH bottled water, NH RTD tea, and NH fruit/vegetable juice. Companies need to continue to launch new product offerings in the naturally healthy space to fully capture potential business opportunities.
Within NH fruit/vegetable juice, leading player, Japanese manufacturer Kagome, is set to gain further value share and record dynamic current value growth in 2021, since its vegetable juice and mixed juice ranges have continued to gain momentum during the pandemic due to its healthy image, as its products claim to be free from added preservatives, colourings, salt and sugar. Aside from the core strengths of its products, Kagome’s success is also linked to its ability to frequently utilise social media platforms such as Facebook to engage consumers.
Despite the general continuous growth observed by e-commerce in Hong Kong, the lack of promotion and marketing activities by producers of naturally healthy beverages maintains low exposure through this channel. However, the active development of major grocery players such as Wellcome and ParknShop as well as the rise of grocery delivery platform such as Ztore and Pandamart is gradually leading to shifts within retail from offline to online.
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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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