While the range of health and wellness claims offered in soft drinks is set to expand during the forecast period as consumers leading hectic modern lifestyles look for convenient ways to take on nutrition, sugar is expected to remain a primary focus of consumers purchasing soft drinks. Indeed, no added sugar is expected to be the most dynamic health and wellness claim in overall soft drinks in the Greek market over the forecast period.
Vegan is expected to be the most dynamic health and wellness claim in soft drinks after no added sugar over the forecast period, albeit from a relatively low base. The rising interest in products carrying the vegan claim reflects the way in which consumers’ health and wellness concerns are increasingly aligning with their ethical considerations around social and environmental sustainability and animal welfare.
Innovation in soft drinks has been following a trend that first appeared in bottled water. As well as more bottled water brands claiming to have extra vitamins, it is expected that energy drinks will follow suit, especially since such products have a relatively functional reputation due to their caffeine content.
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Understand the latest market trends and future growth opportunities for the HW Soft Drinks industry in Greece with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Health and Wellness encompasses a number of key claims made on a food or drink products that suggest a health and/or wellness positioning. It comprises positionings relating to better for you, dietary and free from, fortified/functional, health benefit, natural and organic. This is the aggregation of the following categories; Carbonates, Fruit/vegetable juice, Bottled water, Functional drinks, Concentrates, RTD tea, RTD coffee and Asian speciality drinks. For full product category definitions please refer to the definitions section (can be found under the "Help" section on Passport) for the respective system: Cooking Ingredients and Meals, Dairy Products and Alternatives, Snacks, Staple Foods, Hot Drinks, Soft Drinks. Please note that data is not available at this level or other aggregated claim levels.
See All of Our DefinitionsThis report originates from Passport, our HW Soft Drinks research and analysis database.
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