NH tea is a major category within naturally healthy beverages and accounts for the overwhelming majority of retail sales in NH hot drinks in the Netherlands. NH tea has become a mainstream category and the fact that the main supermarket chains such Albert Heijn and Jumbo have a wide private label range of NH green tea and NH fruit/herbal tea illustrates the popularity of this type of product.
NH bottled water remained an important category and one of the major value growth areas for naturally healthy beverages in 2021. Both carbonated and still varieties of NH bottled water are considered a popular alternative to all types of soft drinks, as consumers favour the natural properties.
Various categories within naturally healthy beverages have recorded relatively strong retail growth since the outbreak of the pandemic, with consumers increasingly focused on healthier drinks. On-trade sales of naturally healthy beverages were under pressure in 2020 and 2021 because of lockdown closures and this meant growth of off-trade sales.
As the Netherlands continues to emerge out of the pandemic and consumers return to normal lives in terms of work, study and social/leisure activities, naturally healthy beverages is expected to see modest but steady growth overall over the forecast period. For some types of naturally healthy beverages such as NH bottled water and NH juice as well as NH hot drinks, the shift back towards on-trade consumption will be an issue which will have a negative effect on off-trade growth potential.
Organic beverages is forecast to see higher growth rates than naturally healthy beverages. While this will be partly a result of organic beverages growing from a lower base, some consumers in the Netherlands will perceive organic beverages as superior in terms of health attributes when compared to naturally healthy beverages.
While showing signs of maturity, sales of NH bottled water in the Netherlands are expected to continue to do well as this category is a popular alternative to all kinds of other soft drinks and consumers favour its natural properties. Consumers developed the habit of purchasing bottled water in bulk during the pandemic to ensure household supply and minimise trips outside the home.
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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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