Portuguese consumers traditionally prefer bottled water over tap variants, as they perceive this to be healthier and more appetising and tend to trust well-established local water sources such as Luso or Fastio. Despite an already high rate penetration, retail sales of NH bottled water continue to register volume growth in 2021, encouraged by consumers increasingly perceiving other soft drinks as less healthy.
NH fruit/vegetable juice, particularly NH superfruit 100% juice, continues to register significant growth in 2021. Prior to the pandemic, Portuguese consumers were already seeking healthier lifestyles and focusing on health prevention.
While NH hot drinks is dominated by NH other hot drinks, NH green tea and NH other tea offer further scope for expansion. These tea types are becoming increasingly attractive as local consumers seek natural and alternative options of hot drinks, despite the immaturity of overall tea in Portugal.
Bottled water, including naturally healthy options, already has a very high penetration rate in Portugal. Nevertheless, the category is expected to post positive volume growth over the forecast period and will continue to be the most important naturally healthy category within soft drinks.
Further interest in immunity-boosting products is set to drive ongoing demand for NH fruit/vegetable juice, in particular NH superfruit 100% juice and NH superfruit nectars (25-99% juice). Consumers focusing on increasing their intake of vitamins and minerals in order to boost their immune systems will likely result in a general rise in demand for fruit/vegetable juice, which is a convenient way to achieve this.
Even though the consumption of tea in Portugal is still not a habit ingrained in daily routines, NH tea is likely to see further growth over the forecast period, predominantly driven by the emergence of small and local players. Portugal has a wide variety of herbs and plants that are still unexplored, which offers a strong opportunity for players to expand upon.
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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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