A surge in sales in 2020 was followed by only a minor retail current value decline and continued retail volume growth for NH beverages in 2021. The clean label trend has benefited no category more than NH beverages.
The major story in NH beverages, and indeed perhaps in beverages overall, in the last few years, has been the continuous growth of NH bottled water and the share of throat it continues to take from elsewhere, especially carbonates. The clean label trend has nowhere found its more logical conclusion than in bottled water.
No beverage category had quite the turnaround in 2020 as NH 100% juice, which turned a decade of near-constant decline into double-digit annual growth. The reason for this dramatic reversal of fortune was the immune benefits with which the category is popularly associated.
Fortified/functional teas are doing quite well at speaking to targeted consumer health concerns, but it is naturally healthy that is the strongest force for growth in tea. As US consumers turn away from the black tea bags that have historically been the core of the tea category, they are increasingly moving towards more premium herbal blends.
The growing share of throat moving from carbonates to NH bottled water is in many ways now the most reliable story in beverages in the US. It has been taking place for decades, and should continue to do so.
Many health trends have a clear expiration date from the moment they become popular. Clean label, however, does not seem to be one of these.
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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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