In 2021, NH bottled water continued to dominate the value share of value sales of total NH beverages as well as seeing the most dynamic growth. During the COVID-19 pandemic, the volume and current value sales of bottled water has registered good growth as on-trade sales have shifted to the home, following the closure of foodservice establishments.
Over the review period, consumer demand for NH beverages was already increasing due to the growing health and wellness trend. Since the outbreak of COVID-19, this trend has intensified since people have become more health conscious, which in turn has stimulated the demand for NH beverages such as carbonated and flavoured bottled water, juice, fruit/herbal tea and green tea.
In 2021, on-trade volume sales of NH beverages portrayed positive growth, after a steep decline in the previous year when foodservice establishments were mandated to close during the lockdown. A recovery of both domestic and inbound tourism also supported the sales of NH beverages through the on-trade channel.
NH beverages is forecasted to see positive retail volume and current value growth over the forecast period. This is in part because consumers feel increasingly more drawn to beverages that are naturally healthy.
The rising popularity of NH beverages is expected to prompt companies to increase their investment in developing new flavours and packaging formats, supported by strong advertisement campaigns, over the forecast period. Companies are also expected to invest in reducing the sugar content in their flavoured bottled water and RTD tea products.
The leading distribution channel for NH beverages will likely remain supermarkets, with its value share growing over the forecast period. The discounters channel is also expected to see its value share increase with the number of outlets for this channel increasing.
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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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