Organic beverages saw significant growth in 2020 and 2021, particularly in hot drinks. Much of this was due to the popularity of a handful of popular organic fruit/herbal tea brands, most notably Unilever’s Pukka brand and Tenth Dot’s Higher Living brand.
Organic is also a strong brand proposition in 100% juice, but not one that necessarily guarantees success, as 100% organic juice was in decline in 2020 and 2021. This was not necessarily due to 100% organic juice being out of vogue, but more due to many of the brands being stocked in the ambient shelf-stable aisle of the supermarket, which receives less traffic, and where consumers would not expect to find 100% organic juice, as “organic” suggests “fresh”.
Concentrates has not traditionally been a core category for organic beverages, but this changed in recent years due to one brand, Soda Press Co, a company whose products are described as “crafted for SodaStream”, and which has vastly expanded the possibilities of what flavours can be produced with the SodaStream system. Soda Press Co offers organic liquid concentrates of tonic water, kombucha, elderflower, lemon, lime & bitters, ginger ale and pink grapefruit.
Organic beverages will continue to experience strong growth over the forecast period, with most of this growth coming from organic hot drinks. Some of this growth will simply be built on the consumer trend that Australians will continue to spend a large amount of time at home and will only slowly return to the office, thereby consuming both more coffee and more tea.
Soda Press Co is likely to be a one-off in organic liquid concentrates. There appears to be little momentum by other players in this space, although the continued popularity of SodaStream means that Soda Press Co itself is likely to prosper.
Within juice, products promoted as “organic” have strong prospects in the chilled aisle, where the claim can also be used as a synonym for freshness. Australian consumers are becoming increasingly vocal about their preference for 100% not from concentrate juice.
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Understand the latest market trends and future growth opportunities for the Organic Beverages industry in Australia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Organic Beverages
Certified organic products are those which have been produced, stored, processed, handled and marketed in accordance with precise technical specifications (standards) and certified as "organic" by a certification body such as the Soil Association in the UK, the European Union or the US Department of Agriculture. It is important to note that an organic label applies to the production process, ensuring that the product has been produced and processed in an ecologically sound manner. The organic label is therefore a production process claim as opposed to a product quality claim. Note: For organic products to be included, the organic aspect needs to form a significant part of the overall positioning/marketing of the product, including the organic certification label in the packaging. 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 Organic Beverages research and analysis database.
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