NH fruit/herbal tea is expected to see further demand in the coming years after recording dynamic growth rates in 2020/2021. This will be driven by both increased global and domestic demand for unique, South African variants which often claim to have health benefits.
Producers of naturally healthy beverages are increasingly combining fruit and vegetables to create new products that provide wider nutritional benefits, compared to beverages that are either purely fruit- or vegetable-based. By doing so, consumers have access to a single product that provides the vitamin benefits that fruit juice traditionally provides, along with the high mineral content typically found in vegetable juice.
The direct to consumer (D2C) model has begun to trend in naturally healthy beverages in South Africa, with brands Bos and Sir Fruit offering delivery of their RTD beverages to consumers’ doorsteps. This has several benefits for both the consumer and manufacturers, including a direct relationship between the brand owner and its customer base, thereby improving brand loyalty through a more personal connection; providing an additional revenue stream for the manufacturer; the provision of a subscription service, where for a monthly fee consumers can create customisable orders (which also provides a steady monthly income for the manufacturer); facilitating improved market research by analysing the most ordered brand/flavour; and the ability for a manufacturer to offer its full product range directly to the consumer, instead of relying on specific product orders by retailers.
Health shots are expected to experience growing demand over the forecast period, as consumer preferences shift to RTD formats that provide greater convenience for busy lifestyles. These beverages are smaller in format (between 50ml and 100ml) but high in vitamins and minerals, which have been marketed as products with high levels of efficacy that can be consumed quickly compared to traditional naturally healthy beverages.
While more subdued in 2021 due to rising price sensitivity, NH superfruit 100% juice is predicted to record more dynamic growth rates over the forecast period. NH superfruit 100% juice has received a considerable amount of attention due to its health benefits and immune-boosting properties.
Local consumers are becoming increasingly aware of the true nutritional benefits of health and wellness beverages due to independent research. For example, one recent study found that all brands of South African orange juice that were reviewed contained less than 48mg of vitamin C per 100ml of freshly squeezed orange juice, with some even having higher levels of sugar compared to that of vitamin C.
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Understand the latest market trends and future growth opportunities for the Naturally Healthy Beverages industry in South Africa with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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