In 2020, there was off-trade growth in naturally healthy beverages due to increased at-home consumption due to home seclusion during COVID-19. Growth continued in 2021, albeit at a slower pace than in the previous year, as many consumers still spent more time at home.
Consumption is shifting to NH beverages over carbonates and other less healthy drinks in Israel due to growing consumer awareness of health issues and a desire to buy less processed food and drink products. This has resulted in strong growth in natural juices, which are perceived to be healthier and do not have the red sugar labels which identify products with a high sugar content in accordance with the product labelling regulation, which was implemented in January 2020.
Wissotzky Tea continues to lead NH beverages in 2021. The company benefits from extensive distribution and is an aggressive competitor, dominating the majority of shelf space devoted to such products.
NH teas are expected to continue rising over the forecast period as consumers seek higher quality teas that are also healthier and more natural. Many tea brands have NH teas which will further drive category growth.
NH superfruit 100% juice is set to record further strong growth over the forecast period in line with the health and wellness trend in Israel. The category is expanding to include new brands and new juices derived from a growing variety of fruit and vegetables.
Ganir leads NH Juices with its popular Primore brand. Primore, which is available in a wide variety of flavours, is widely available and well-known for naturally squeezed juices, enjoying a healthy and premium positioning among consumers.
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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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