NH beverages returned to growth in retail current value and volume terms in 2021. Although some categories, such as NH tea, posted decline after seeing an increase in 2020, with growing health awareness, the overall trend was in favour of NH products.
NH RTD tea remained the largest category within NH beverages in 2021, and the consumption of NH RTD tea slowly increased in this year, after seeing a sharp drop in 2020. Nevertheless, sales did not recover to the pre-pandemic level, as concerns over the rising number of cases continued and consumers spent less time away from home accordingly.
Although sales did not return to the pre-pandemic level, other NH RTD tea recorded strong growth in 2021. Other NH RTD tea, especially mugicha (barley tea) recorded a sharp decline in sales in 2020 due to the pandemic, as a result of the loss of consumption occasions.
NH beverages is set to rebound to stronger growth in both retail volume and current value terms in 2022, recovering to almost the same level of sales as pre-pandemic. Growth is then expected to slow down but remain stable over the rest of the forecast period.
NH beverages is expected to recover in 2022 and beyond, with a large part of this attributable to the recovery of NH RTD tea, the biggest category, as the decline in 2020 and the slow recovery in 2021 was simply due to the loss of drinking occasions as a result of more time spent at home. The magnitude of the impact of the pandemic on NH RTD tea has proved once again how strongly this category depends on immediate consumption outside of the home.
NH bottled water is set to see continuous growth through the retail channel from 2022 onwards. COVID-19 has served to place an even greater focus on healthy living, with this likely to inform purchasing decisions when it comes to soft drinks.
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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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