Naturally healthy (NH) beverages is a relatively small area of health and wellness beverages in the Philippines, as the high prices of many products renders them unaffordable to most local consumers. Retail volume sales of NH beverages plunged during 2020.
Health and wellness has become a more important consideration since the onset of the COVID-19 pandemic with consumers keen to boost their immunity, which helped support the recovery of NH hot drinks in 2021. Brands such as Gold Leaf, Lipton and Twinings promoted the health benefits of their NH green tea and NH fruit/herbal tea ranges which are naturally full of antioxidants, with the addition of other ingredients provide benefits such as relaxation and immunity support.
The increased demand for NH beverages can also be attributable to the increasing penetration of e-commerce by players such as Universal Robina Corp with its Refresh and C2 brands, along with the Gold Leaf and Twinings brands. These players are using their social media platforms to increase awareness of their promotions and product availability through e-commerce sites.
NH beverages is projected to continue recording stable growth over the forecast period in retail volume terms, albeit from a relatively low base. NH still natural mineral bottled water is set to remain the largest category in retail volume terms and should continue to see stable growth as awareness of the benefits of natural mineral water continue to grow.
With the perception that NH beverages are premium products, particularly NH hot drinks, traditional retailers are unlikely to make a significant contribution to category sales over the forecast period with modern grocery retailers continuing to dominate. While supermarkets are the primary source of distribution, Gold Leaf and Twinings may consider expanding their presence in convenience stores, following in the footsteps of brands such as Coffee Bean & Tea Leaf, which are sold on a per pack basis.
Home seclusion will likely remain evident at least during the early part of the forecast period, with efforts still being made to control and contain COVID-19. As such, consumers will likely remain mindful of the importance of health and wellness with this having a big influence on the products they purchase.
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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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