The outbreak of the Coronavirus (COVID-19) pandemic in Saudi Arabia placed an increased focus on health and dietary choices in 2020. This benefited sales of NH beverages as consumers searched for products packed with immunity-boosting ingredients or that were simply perceived to be naturally healthy versions of preferred drinks.
In 2021, the on-trade performance of NH beverages rebounded from the slump caused by the closure of and subsequent restrictions on foodservice establishments in 2020. The improvement in on-trade sales was stimulated by the easing of the pandemic and related restrictions on consumer mobility and dining out opportunities.
The average retail current unit price of NH soft drinks saw a strong rise in 2020. This was due to the increase in VAT from 5% to 15 in July 2020 and the introduction of a 50% excise tax on sugary beverages in December 2019, which impacted some products within NH RTD tea and NH fruit/vegetable juice.
The natural health benefits of NH beverages are set to continue to push category sales in the forecast period. This is particularly important as moderate but gradually increasing retail volume growth is anticipated, despite inflationary pressures in the wake of COVID-19, alongside supply chain issues and geopolitical tensions.
Companies active in NH beverages are expected to further develop their product selections to provide consumers with more variety, not least in terms of a wider choice of naturally healthy options. NH beverages is projected to see stronger retail volume and value (constant 2021 prices) CAGRs over the forecast period, when compared to the review period performance.
More niche categories are set to be the subject of strong development in the forecast period. For example, NH superfruit juice, especially NH superfruit nectars (25-99% juice), with ingredients like pomegranate, guava, cranberry and coconut water, are likely to continue to grow in availability and popularity.
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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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