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.
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.
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.
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 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.
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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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.
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The Organic Beverages in New Zealand market research report includes:
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