NH 100% juice performed well in 2020, with NH superfruit 100% juice becoming increasingly popular as consumers sought products with a high vitamin content which they believed would boost their immune system. However, NH superfruit 100% juice brands such as Fruit Tree Fresh 100% Juice generally have a premium positioning and therefore with disposable income falling in Malaysia due to the economic downturn, this resulted in a decline in retail volume sales in 2021.
NH tea saw mixed results in 2021, with the COVID-19 pandemic influencing demand. With many consumers continuing to work from home during 2021 this helped sustain a healthy demand for hot drinks in general, including NH tea; however, with prevailing economic uncertainty some consumers showed a preference for more affordable options.
There has been a sharp rise in consumers shopping online since the start of the COVID-19 pandemic and this has led to a lot of smaller players entering the market via e-commerce. These smaller players typically find it hard to gain access to larger store-based retailers but have found a way into the market by selling their products through Instagram shops and established e-commerce platforms such as Shopee and Lazada.
Due to the premium pricing of many NH beverages, the prospects for the category are highly dependent on the recovery of the Malaysian economy. Another significant factor is the easing of COVID-19 restrictions and a return to busier on-the-go lifestyles, with this being key for products such as NH RTD tea.
NH beverages is a diverse category with a wide range of products and brands competing for share. As awareness of and demand for NH beverages grows this is likely to encourage both small and large players to invest.
E-commerce recorded significant growth in NH beverages during 2020 and 2021, albeit from a small base. More shoppers opted for this channel in an effort to avoid social contact within physical stores, while many people also valued its convenience and contactless shopping model.
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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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