While NH superfruit 100% juice products are rich in vitamins, minerals and other nutrients, for the most part they have not benefited from the trend towards healthier lifestyles in Taiwan in recent years. In contrast, this category posted negative results in volume and current value terms throughout the review period.
NH coconut water remained one of the best performing areas within NH 100% juice in 2021. These products have gained popularity as a healthier alternative to conventional sports drinks in recent years, as they are rich in electrolytes but typically contain no added sugar and fewer artificial colours, flavours etc.
NH RTD green tea was the most dynamic performer in NH beverages in volume growth terms in 2021. Growth was down slightly on 2020, as the home seclusion trend reduced opportunities for impulse purchases and on-the-go consumption.
NH hot drinks and NH soft drinks are both expected to see current value sales increase at a substantially faster pace than volume sales over the forecast period. This is partly because growth in average unit prices is likely to remain relatively high in the short-to-medium term due to inflationary pressures fuelled by pandemic-related disruption to global supply chains.
With rising health-consciousness increasingly leading Taiwanese consumers to avoid beverages that are high in sugar, NH superfruit 100% juice looks set to continue posting negative results in volume terms over the forecast period. The same trend will cause volume sales of NH superfruit juice drinks (up to 24% juice) and NH superfruit nectars (25-99% juice) to decline steadily, as will the perception that artificial sweeteners and other synthetic ingredients commonly found in these product types are inherently unhealthy.
While the outlook for NH beverages over the forecast period is broadly favourable, demand in some categories will be constrained by the popularity of unpackaged drinks sold by specialist foodservice operators such as bubble tea stores, “handshake drink” shops, juice bars etc. Because they are made to order on-site using fresh and seasonal ingredients, many consumers consider these on-trade alternatives to be healthier than packaged beverages.
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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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