NH beverages has turned to decline in retail current value and volume terms in 2020. NH RTD tea has remained the largest category within NH beverages in this year.
Mugicha (barley tea) recorded strong growth over the last few years. The fact that it is naturally caffeine-free has helped to make it a popular drink across all age groups, from children to the elderly.
Overall NH beverages has seen a current value decline in 2020, as a result of falling sales of NH soft drinks due to lost consumption occasions. However, with growing health awareness, the overall trend is in favour of NH products in some categories.
NH beverages is set to see a rebound to growth in both retail volume and current value terms in 2021, with slow but stable growth expected over the rest of the forecast period. Due to the emergence and spread of COVID-19, consumers have become more sensitive about their health and more concerned to take care of their bodies than ever before.
NH beverages is expected to recover in 2021 and beyond, with a large part of this attributable to the recovery of NH RTD tea, the biggest category, as the decline in 2020 was simply due to the loss of drinking occasions as a result of more time spent at home. However, it will take several years to get back to the 2019 level of volume sales, with this not expected to be achieved until 2024, as the shift of consumption from away-from-home to at-home is likely to continue at least as long as COVID-19 remains a problem in the country.
Bottled water follows two important trends which are likely to be important in the forecast period. The first is health awareness, with consumers expected to remain concerned about the harmful effect of excess sugar, thus the shift from sweetened products is likely to continue.
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