Naturally Healthy Beverages in New Zealand

PROSPECTS

Focusing on children’s health

In New Zealand, one in eight children aged 2 to 17 years were considered obese (12% of the population), with a further 21% considered overweight for their age/height/body weight ratio. The childhood obesity rate in New Zealand has increased by 4% over the last 10-year period, from 8% in 2006/2007, to 12% in 2016/2017 according to the New Zealand Health Survey.

Fruit and herbal teas seen as naturally good

Over the review period, fruit and herbal infusion teas have made good inroads, to the detriment of traditional tea, in particular black tea products. Teas with fruit or herbs are perceived by consumers as naturally healthy and the ingredients they contain are beneficial in some way.

Growth in 100% not from concentrate juice

Within 100% juice, not from concentrate juice saw pleasing growth in current off-trade value terms due to the development of making these juices available as single portions for on-the-go consumption, particularly in convenience stores and forecourt retailing. Not from concentrate 100% juices have developed as blended ingredients to become more positioned as healthy juices, such as superfruit berry blends and green vegetable blends.

COMPETITIVE LANDSCAPE

Frucor remains the leader

Frucor Suntory NZ Ltd remained category leader as it continues to be committed to naturally healthy beverages, especially bottled water and fruit juices. The main brands contributing to the company’s high share were Just Juice and H2GO bottled water.

Domestic tea companies perform well

Red Seal Natural Health Ltd (parent company EBOS Group Ltd) enjoyed value share growth due to the increased uptake of naturally healthy teas, in particular fruit and herbal infusions. Vitaco Health Ltd also gained slight share in 2017 as its Healtheries tea range packs were revamped, making them more modern and appealing.

Local company offers healthy processing

Home Grown Juice Co Ltd, despite only operating in the fruit juice category (more specifically 100% not from concentrate), has gained share year on year due to using cold pasteurisation, which is said to retain the nutritional benefits better than heat pasteurisation. The company has good distribution through the off-trade channel, including supermarkets where the juices are stocked in the chiller, which has been a growth area for juice in supermarkets compared with shelf-stable juice.

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