Despite an international buzz around organic products, organic beverages in Portugal remains a niche category. However, demand has grown significantly from a low base due to increasing efforts from companies to differentiate their offer from those of their competitors, while also meeting increasing concern among consumers for sustainable and ethical consumption.
Organic coffee has been responsible for pushing the overall growth of organic beverages, driven by competitive contagion. The organic coffee category is maturing, due to the presence of global players with certified organic products at competitive prices, which are attractive to consumers, happy to meet their ethical framework with affordability.
High levels of cynicism and scepticism with which organic beverages are regarded in the country mean that the majority of consumers remain more attracted to NH beverages as an important part of a healthier diet, not least because these products also tend to be more widely available at lower prices. These perceptions are set to continue over the forecast period, despite ongoing innovation by leading players, which continue to develop their product ranges and widen their distribution networks.
As the category grows, Dietimport has witnessed a decline in its category share. Despite recent growth of brands such as Yogi Tea, the company lacks a larger distribution network, meaning it fails to reach consumers in their neighbourhoods.
Novadelta – Comércio e Indústria de Cafés, the leading domestic coffee company, achieved the strongest growth in organic beverages in 2018. In autumn 2017, the company launched new products in its leading coffee brands Delta and pods brand Delta Q.
Due to the low sales of organic beverages and the category’s niche status, many of the companies present in the category do not have national reach while there is a lack of national advertising and promotional campaigns for these products. Numerous small companies operating in the category have only local or regional scope and generally lack the financial capacity to invest in mass media advertising campaigns.
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Overview: Discover the latest market trends and uncover sources of future market growth for the Organic Beverages industry in Portugal with research from Euromonitor's team of in-country analysts.
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