While sugar content characterised health and wellness preferences over the review period, COVID-19 has brought functional health and wellness benefits to the forefront of consumer decision making, and this mindset is likely to continue to develop over the forecast period. As such, opportunities exist for players in the category to leverage properties of juice, such as immune boosting and support attributes, to tap into prevailing consumer demand and growing interest in functional beverages.
Better for you products are likely to benefit from a continued consumer desire to reduce consumption of products that are high in salt, fat or sugar, as these have been shown to be linked to cases of stroke, high blood pressure and heart disease. No sugar, considered a type of better for you claim, is therefore expected to see the largest incremental growth in soft drinks over 2022-2027, with retail sales expanding by NZD44 million to reach NZD379 million in 2022 constant value terms.
During the forecast period, concerns over the prevalence of certain diseases and the demand for products that help consumers to navigate hectic modern lifestyles will be key factors in the future development of health benefit claims in food and drinks. In this environment, digestive health, which is a health benefit type of health and wellness attribute, is expected to benefit.
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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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