Even after a very positive 2020, with double-digit growth in retail current value sales, organic beverages managed to maintain a good performance in 2021, with another year of dynamic growth. With consumers becoming more health-conscious and attentive to the ingredients they consume, and with a significant number of people still spending more time at home in comparison with the pre-pandemic years, organic beverages started to gain popularity amongst different consumer groups.
Organic soft drinks continued to see retail volume and current value growth in 2021, driven by organic 100% juice, which is increasingly seen as a healthier and more natural source of vitamins and minerals. COVID-19 led some consumers to move away from artificial beverages, which played in favour of organic 100% juice.
The growing popularity of organic products positively affected organic hot drinks in particular. British consumers continued to show growing interest in organic hot drinks, and the shift towards home working during the pandemic, with many office workers working at least part of their week from home, had a major impact on the development of organic beverages.
Organic beverages is set to continue to see positive performances throughout the forecast period in both retail volume and current value terms. Organic hot drinks is set to drive growth.
Organic 100% juice is expected to maintain a positive performance in the forecast period, as consumers give higher preference to more natural and healthier products. Consumers are also becoming more curious and willing to try new flavours and tastes.
Organic hot drinks is expected to maintain strong retail volume and current value growth rates over the forecast period, as more consumers will be willing to pay extra in line with the healthy living trend and the strong premiumisation trend in hot drinks. British consumers are showing increasing interest in healthier lifestyles and sustainable practices, with part of this trend including buying products with certification labels.
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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 Definitions
This report originates from Passport, our Organic Beverages research and analysis database.
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