Although concerns over sugar content characterised health and wellness preferences over the review period, COVID-19 has led to customer preferences shifting towards NH beverages that can support their immune systems. Given fears of becoming seriously ill from the virus, the importance of a healthy immune system is top-of-mind for most consumers.
New Zealand’s initial response to COVID-19 involved closing the borders, implementing lockdowns, and establishing travel restrictions. This caused significant disruption to sales channels and concentrated a lot of sales in supermarkets where consumers could do all their grocery shopping at once.
While COVID-19 caused international supply chain issues within tea, NH fruit/herbal tea has continued to exhibit strong growth in the pandemic, aided by growing penetration within supermarkets and increased demand for at-home consumption. Although the growth in demand for NH fruit/herbal tea has cannibalised sales from traditional tea, the subcategory enjoys strong association with the health and wellness trend and is thus being viewed in an increasingly positive light.
Whilst traditional juices such as apple and orange are expected to continue remaining popular in New Zealand, younger consumers are increasingly opting for more interesting and exotic flavours such celery, cucumber, beetroot, ginger, and turmeric. As in FF beverages, this is likely to characterise flavour innovation over the forecast period.
Historically, NH green tea was one of the stronger performing subcategories within tea, due to its alignment with health and wellness trends and its appeal amongst the Asian communities in New Zealand. However, the lack of dynamism within green tea versus the continued high levels of innovation within fruit/herbal teas and increasing competition from other HW beverage categories, is expected to result in green tea remaining the weakest performing category in NH beverages over the forecast period.
COVID-19 has fundamentally changed the way New Zealanders work and shop. Over the forecast period, more New Zealanders are likely to work from home, thus presenting opportunities for NH beverage brands to sell directly to consumers via e-commerce channels.
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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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