Executive Summary

Jun 2019
PROSPECTS
Organic coffee boosts hot drinks

While many consumers have become increasingly aware of and interested in organic packaged foods, organic beverages remains something of a niche category in New Zealand. In addition to being unconvinced by the health benefits these products offer, many consumers avoid buying them because of their high unit prices.

Ongoing development of niche organic tea category

Organic tea experienced strong growth in 2018 though this was from a small base. Like coffee, however, both organic and fair trade labelling has become a strong positioning in tea, particularly in green tea.

Macro Organic stimulates sales of chocolate-based flavoured powder drinks

Unlike organic coffee and tea, organic chocolate-based flavoured powder drinks only became notable on New Zealand in 2011, and remains a highly niche category in hot drinks. With the exception of hot chocolate-based drinks, other hot drinks witnessed little development in organic beverages.

COMPETITIVE LANDSCAPE
Jacobs Douwe Egberts retains lead though share declines

After the acquisition of BrewGroup in 2017 by Jacobs Douwe Egberts, the latter took the leadership of organic beverages, thanks to the popularity of its Hummingbird brand. The brand is particularly popular in the organic coffee, which is the largest category in organic beverages.

The Better Drinks Co leads in soft drinks

The Better Drinks Co was the leading player in organic soft drinks in 2018 thanks to the strength of its Phoenix organic range, which is available in organic non-cola carbonates and organic fruit/vegetable juice. The brand is committed to sourcing organic ingredients free from synthetic chemicals and processed with minimal use of synthetic additives.

Further share gains for Progressive Enterprises

Progressive Enterprises is the only company to offer a private label line in organic hot drinks. The company, which is part of the Woolworths Group, Australia, introduced its Macro Organic private label line into hot drinks and continued to gain share in 2018 and secure fifth position in organic beverages.

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Organic Beverages in New Zealand

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Overview: Discover the latest market trends and uncover sources of future market growth for the Organic Beverages industry in New Zealand with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

The Organic Beverages in New Zealand market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Production, imports by origin, exports by destination
  • Robust and transparent market research methodology, conducted in-country

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Passport market research database.

Organic Beverages in New Zealand - Category analysis

HEADLINES

PROSPECTS

Organic coffee boosts hot drinks
Ongoing development of niche organic tea category
Macro Organic stimulates sales of chocolate-based flavoured powder drinks

COMPETITIVE LANDSCAPE

Jacobs Douwe Egberts retains lead though share declines
The Better Drinks Co leads in soft drinks
Further share gains for Progressive Enterprises

CATEGORY DATA

Table 1 Sales of Organic Beverages by Category: Value 2013-2018
Table 2 Sales of Organic Beverages by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Organic Beverages: % Value 2014-2018
Table 4 LBN Brand Shares of Organic Beverages: % Value 2015-2018
Table 5 Distribution of Organic Beverages by Format: % Value 2013-2018
Table 6 Forecast Sales of Organic Beverages by Category: Value 2018-2023
Table 7 Forecast Sales of Organic Beverages by Category: % Value Growth 2018-2023

Health and Wellness in New Zealand - Industry Overview

EXECUTIVE SUMMARY

Positive growth for health and wellness in 2018
Healthy and natural ingredients are the most prolific trends
New product developments boost shares of leading multinationals
Modern grocery retailers characterise distribution
Positive forecast period growth likely for HW products despite slowdown in some categories

MARKET DATA

Table 8 Sales of Health and Wellness by Type: Value 2013-2018
Table 9 Sales of Health and Wellness by Type: % Value Growth 2013-2018
Table 10 Sales of Health and Wellness by Category: Value 2013-2018
Table 11 Sales of Health and Wellness by Category: % Value Growth 2013-2018
Table 12 Sales of Health and Wellness by Prime Positioning: Value 2013-2018
Table 13 Sales of Health and Wellness by Prime Positioning: % Value Growth 2013-2018
Table 14 NBO Company Shares of Health and Wellness: % Value 2014-2018
Table 15 LBN Brand Shares of Health and Wellness: % Value 2015-2018
Table 16 Distribution of Health and Wellness by Format: % Value 2013-2018
Table 17 Distribution of Health and Wellness by Format and Category: % Value 2018
Table 18 Forecast Sales of Health and Wellness by Type: Value 2018-2023
Table 19 Forecast Sales of Health and Wellness by Type: % Value Growth 2018-2023
Table 20 Forecast Sales of Health and Wellness by Category: Value 2018-2023
Table 21 Forecast Sales of Health and Wellness by Category: % Value Growth 2018-2023
Table 22 Forecast Sales of Health and Wellness by Prime Positioning: Value 2018-2023
Table 23 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources