Naturally Healthy Beverages in New Zealand

2020 IMPACT

COVID-19 trading restrictions drive growth in NH 100% juice

NH 100% juice remained the largest subcategory within NH beverages in 2020, and the strong presence of the subcategory through supermarkets meant that it was well placed to leverage the concentration of demand that developed in the channel during the country-wide lockdown imposed due to COVID-19. Traditional demand drivers regarding demand for NH products were additionally amplified by growing consumer awareness for NH products in response to COVID-19.

Frucor Suntory continues to lead despite increasing category segmentation

Frucor Suntory continued to lead NH beverages in 2020, however increasing segmentation in the category saw the company’s total share continue to decline slightly. While the company remains strong in the category through its Just Juice, Fresh Up, McCoy and Citrus Tree ranges, the concentration of these brands in soft drinks categories and the lack of presence in NH tea which continues to exhibit strong sales growth, meant that the company is not well positioned to fight off potential share erosion in the future.

Health concerns escalated by COVID-19 as NH fruit/herbal tea sales continue to grow

While COVID-19 caused international supply chain issues within tea, NH fruit/herbal tea continued to exhibit strong growth in 2020, aided by growing penetration within supermarkets, which meant that the subcategory was able to leverage the surge in demand through the channel caused by the nationwide COVID-19 lockdown. While 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 has been viewed in an increasingly positive light by consumers due to COVID-19.

Files are delivered directly into your account within a few minutes of purchase.