Naturally healthy beverages recorded much stronger retail volume and current value growth in 2020, compared with 2019, as the Coronavirus (COVID-19) health crisis amplified the already positive trend for these perceived healthier products in the Netherlands. The closure of the foodservice channel and home seclusion measures led to stockpiling in the early weeks of the lockdown in 2020, as consumers looked to stock up on certain products and limit the number of trips to physical stores.
NH bottled water, the major category overall, recorded the highest retail volume and current value sales growth in NH soft drinks over 2020. Despite reduced opportunities for impulse purchases and on-the-go consumption occasions, NH bottled water performed strongly as consumers purchased in bulk to ensure household supply and minimise trips outside the home.
COVID-19 and subsequent rising concerns over healthier food and drinks options, provided NH hot drinks with opportunities for development. For example, NH “other” hot drinks, such as plant-based options, recovered to record its first positive retail volume and current value growth performances of the review period in 2020.
As the country emerges out of the pandemic and consumers return to normalcy in terms of work, study and social/leisure activities, including a slow, but steady, shift back to the on-trade channel, retail volume and value (at constant 2020 prices) sales are projected to decline in 2021. This performance is also informed by the significant stockpiling of products like NH bottled water, NH fruit/vegetable juice and NH tea, particularly, but not only, during the first lockdown in 2020.
While the positive perception and wide distribution and acceptance of naturally healthy beverages should ensure retail volume and value sales growth over the forecast period, the category is expected to face maturity. Naturally healthy is the biggest and highest value category in HW beverages, with bottled water and fruit/vegetable juice showing significant signs of maturity.
While tea, in general, is becoming more mature in the Netherlands, NH tea is set to see healthy retail volume and value (at constant 2020 prices) growth, after the anticipated dip in 2021. Within tea, NH “other” tea has added dynamism to the offer.
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This report originates from Passport, our Naturally Healthy Beverages research and analysis database.
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