Demand for NH beverages sales will remain largely unchanged in 2021 (in contrast with the fluctuating demand experienced in the review period), with marginal growth recorded in both NH hot drinks and NH soft drinks. Despite NH hot drinks being the smallest category within NH beverages, it has been continually characterised by strong player competition as every tea brand is attempting to stand out with a different health credential to gain sales within a saturated category.
In 2021, the retail value growth of NH soft drinks continues to be driven by NH bottled water and NH superfruit juice. The former is benefitting from the rising on-the-go consumption as pandemic restrictions are lifted and consumers are gaining confidence to spend more time outside the home.
Sales of private label NH beverages have grown during the pandemic as economic uncertain has led to consumers spending less on their shopping. Private label brands are known for offering cheaper alternatives and the perception of the quality of private label has gradually been improving, meaning that it is not a significantly bad change for consumers to trade down.
Sales of NH beverages are expected to expand moderately over the forecast period, as the health focus remains strong. Health awareness is set to remain strong in the aftermath of COVID-19 and consumers will be more open to trying new products and innovations.
NH hot drinks is comprised of NH fruit/herbal tea, green tea, and NH other tea, most of which are not organic. Sales are expected to grow in the long term, as fruit/herbal tea and green tea are especially known for their health benefits.
During the pandemic, NH beverages has not been hugely impacted by changing shopping behaviours, as category items do not tend to be impulse purchases, and this is where categories generally experienced the greatest declines. However, much like other HW beverages, there has been a notable shift towards e-commerce that is set to continue over the forecast period.
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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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