The dominant category of NH bottled water continues to record impressive growth rates, with local consumers purchasing packaged water more than ever as they trust this format, and are willing to pay a price rather than drink tap water. Consumers have raised questions about the safety of tap water in South Korea in recent years, which has led to a further shift towards bottled water or the use of water purifiers.
NH RTD tea continues to record a strong performance in 2021 in light of the impact of COVID-19. The majority of RTD tea sold in South Korea has a naturally healthy positioning as consumers prefer to take tea without sugar, and it is the most preferred hydration option amongst consumers who do not like the blandness of bottled water.
With consumers placing a greater priority on hydration and reducing sugar intake, demand for NH bottled water and lightly flavoured beverages is expected to remain higher than pre-pandemic levels. The hydration attribute is a key part of players’ strategies within naturally healthy beverages including NH bottled water and NH RTD tea, with the category set to retain the largest value share within the health and wellness beverages space over the coming years.
E-commerce is likely to continue to thrive over the forecast period, with the pandemic accelerating the interest in this dynamic channel due to the convenience and perceived safety of home delivery, and growing familiarity amongst local consumers. The pandemic channel shift to e-commerce boosted multi-pack purchases for NH bottled water and NH RTD tea, which are often bulky and heavy.
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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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