Sales of naturally healthy (NH) beverages are set to record a slight decline in retail current value and volume terms in 2021, following the strong increase seen in 2020. Retail sales in 2021 were negatively impacted by the partial recovery of on-trade sales as consumers returned to consumer foodservice outlets, although the continued prevalence of remote working supported retail sales for home consumption, which is expected to keep sales higher than pre-pandemic.
NH carbonated natural mineral bottled water, which accounts for most sales of NH bottled water, suffers from a high level of maturity, whilst its performance in 2021 was also increasingly undermined by the growing adoption of soda fountains amongst Swiss households. Soda fountains allow the user to obtain carbonated water at a lower cost whilst also avoiding the need to use plastic bottles.
The largest player in NH beverages, the retailer Migros Genossenschaftsbund, holds a strong position in the largest category, NH bottled water, and is set to strengthen its position in 2021 thanks to the strong performance of its low-priced private label flavoured bottled water ranges, such as M Budget. Private label often competes with imported brands through lower price points to attract price-conscious consumers, notably with the Aquella range from Migros Genossenschaftsbund and Swiss Alpina from Coop Genossenschaft.
NH beverages is set to return to slow retail current value growth in the forecast period. However, the growth prospects in NH beverages are expected to be undermined by growing awareness of the environmental costs of packaging waste and the depletion of natural springs amongst Swiss consumers, which will encourage them to seek alternatives to NH bottled water, including tap water or soda fountains.
Within RTD coffee and RTD tea, the emergence of energy-boosting NH beverages is expected to be further driven by the availability of a wider selection of products, in line with their rising popularity. Notably, new products are likely to contain natural ingredients such as guarana, mate and matcha, whilst NH RTD tea may also benefit from natural flavour innovations, with botanical ingredients such as hibiscus targeting health-conscious millennials.
NH hot drinks is forecast to see solid retail current value growth in the forecast period, with a much higher increase expected than for NH soft drinks. This will be driven by both NH fruit/herbal tea and NH green tea, as their image is associated with natural ingredients and they are included as part of a naturally healthy diet, although both categories will continue facing intense competition from organic tea and FF tea.
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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 DefinitionsThis report originates from Passport, our Naturally Healthy Beverages research and analysis database.
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