NH tea was the most dynamic category of NH hot drinks in 2021 due to the strong performance of NH green tea during the year. The main reason for the very strong performance recorded in NH green tea is the healthy image of this product, which is known to be high in antioxidants.
NH superfruit juice recorded a strong performance in Indonesia in 2021 and this can be attributed mainly to rising consumer demand for the healthiest types of soft drinks that they can afford. Whilst sales of NH superfruit 100% juice remain negligible in Indonesia due to the very high prices charged for such products, NH superfruit nectars (25-99% juice) is becoming an increasingly popular category.
2021 saw modern grocery retailers gain further ground in the retail distribution of naturally healthy beverages. While traditional grocery retailers remains the dominant distribution channel for these products, Indonesians affluent urban dwellers are increasingly looking to supermarkets, hypermarkets and convenience stores as sources of a wider range of naturally healthy averages outside of the traditional and ubiquitous category of bottled water.
While it is expected that it will take far longer than two years for sales of NH juice to recover fully from the impact of the COVID-19 pandemic, the category is expected to mount a complete recovery of sales to pre-COVID-19 levels before the end of the forecast period. The key aspect which is expected to underpin this positive performance for the category is the healthy positioning that in NH juice has in general, with many consumers expected to continue preferring these products as they seek to strengthen their immunity, improve their general health and avoid falling seriously ill with COVID-19.
At the end of the review period, e-commerce remained a marginal category for sales of naturally healthy beverages and Indonesia. However, online sales of bulk bottled water is one area of the Indonesian soft drinks with enormous potential for generating very high sales and this is due to the convenience that e-commerce represents when purchasing NH bottled water in very large packaging presentations.
One of the key factors that is expected to support demand for NH beverages during the forecast period is the emergence of a genuine health and wellness culture among Indonesia’s affluent urban middle class. With the well-off denizens of the country’s largest cities increasingly interested in leading the healthiest lifestyles possible, there are now huge opportunities for the leading players in all of the most important categories of NH beverages to expand their respective consumer bases, pitching their products as essential for healthy living to a consumer base who are increasingly prepared to pay high prices to ensure that their diets are as healthy as possible.
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Understand the latest market trends and future growth opportunities for the Naturally Healthy Beverages industry in Indonesia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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