NH soft drinks sales will remain unchanged in 2020 (in contrast with the fluctuating demand experienced in previous years), whilst NH hot drinks sales will somewhat increase in 2020 (in keeping with the trends seen over the review period). The category was not hugely impacted by changing shopping behaviours, as naturally healthy beverages do not tend to be impulse purchases; this is where categories generally experienced the most decline.
Despite NH hot drinks holding by far the smallest share in naturally healthy beverages, the limited overall category growth in 2020 was mostly driven by NH hot drinks. NH hot drinks mainly consists of tea categories, with visible sales in NH fruit/herbal tea, NH green tea and NH other tea, the former two being perceived by consumers as being healthy tea options.
Sales of private label naturally healthy beverages will record growth in 2020, as consumers seek to spend less on their shopping. Private label is known for offering cheaper alternatives to branded products and the perception of the quality of private label has gradually been improving.
Sales of naturally healthy beverages are set to grow slowly over the forecast period, with both NH hot drinks and NH soft drinks gaining somewhat greater momentum than in 2020. 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 superfruit juice is expected to register the strongest growth over the forecast period, largely driven by strong expected sales for the brand Innocent, which dominates the category. The brand is set to strongly benefit from the increased health awareness in the country in the aftermath of COVID-19, with this trend set to linger throughout the forecast period.
NH RTD tea recorded an impressive performance last year and was set to see impressive growth, albeit from a small base. Furthermore, other NH RTD tea was expected to be the most dynamic product in NH beverages to 2024.
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