Sales of NH beverages soared during 2020 as consumers went in search of healthier drinks options. There was an initial spike in sales of NH fruit/vegetable juice and NH bottled water in March with consumers rushing to stores due to concerns over potential supply shortages.
NH hot drinks also witnessed dynamic growth in 2020, with consumers becoming increasingly familiar with the health benefits of consuming products such as NH green tea and NH fruit/herbal tea. Many of these products contain antioxidants, while others such as chamomile tea help relieve stress, which given the additional stress and anxiety created by COVID-19 and the lockdown was seen as a key benefit.
The average unit price of NH soft drinks saw a significant rise in 2020. This was due in part to the increase in VAT from 5% to 15%, which was introduced in July 2020.
The positive impact of COVID-19 on sales of NH beverages is expected to last beyond 2020 and through the forecast period. In the post-COVID-19 world consumers have become more conscious of how their food and drink choices can impact their overall health.
NH superfruit juice, especially NH superfruit nectars (25-99% juice), witnessed dynamic growth in 2020, with ingredients such as pomegranate, guava, cranberry and coconut water proving popular. While pomegranate was a traditional flavour in the country, cranberry and coconut water are relatively new.
NH hot drinks and NH soft drinks are both set to see stronger growth over the forecast period when compared to the review period. Not only are sales expected to benefit from an increased focus on health by consumers, but they should also benefit from manufacturers investing in developing healthier varieties of existing popular product lines.
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