Naturally healthy beverages benefited greatly from the onset of the global pandemic with its current value sales experiencing a notable increase. This was mainly thanks to the healthy positioning of NH beverages to which many consumers had migrated due to fears over contracting COVID-19.
Prior to the pandemic, leading players in Morocco started changing the packaging labels of their products. To attract the attention of customers, they started using interesting and eye-catching slogans such as “100% natural”, “no additives” and “no colouring” on their labels.
Since the outbreak of COVID-19 began, NH hot drinks experienced strong growth, with this trend continuing into 2021. Many Moroccans perceived the consumption of NH hot drinks as a preventative measure in the early stages of the COVID-19 virus.
The strong performance of NH beverages since the onset of the COVID-19 pandemic is expected to continue over the remainder of the forecast period, though sales will experience some slowdown. Lifestyles will slowly return to normality and consumers will return to work and school, which will dampen demand for NH beverages.
Over the forecast period, NH beverages will continue to benefit from the growing health and wellness trend which will continue to gather pace due to the onset of the pandemic. With consumers now paying greater attention to their health, particularly their immunity to disease and illness, they will seek out more natural products with extra health benefits such as added vitamins and minerals.
A growing number of consumers, especially younger generations, tend to follow international social media influencers’ advice and buy products through cross-border retailing stores. These bloggers and vloggers usually collaborate with international brands such as Natural Mojo and offer their followers coupon codes to boost the sales of these brands.
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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 DefinitionsThis report originates from Passport, our Naturally Healthy Beverages research and analysis database.
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