The forecast period is expected to see a strong performance for kombucha, with this drink benefiting from offering a number of attractive health and wellness claims within RTD tea, in addition to offering noted digestive health benefits due to its having been brewed from a live fermented culture. Sales growth will also benefit from two strong regional brands with Australian players Remedy Drinks Ltd and Soulfresh Global Pty Ltd offering the popular Remedy and Lo Bros brands.
No sugar will remain the largest claim in overall health and wellness soft drinks in the forecast period and will drive overall sales growth, with retail current value sales set to expand by 7% CAGR to reach NZD504 million in 2028. This claim will continue benefiting from consumers becoming increasingly aware of the health dangers posed by excess sugar consumption but also from the growing number of consumers facing the challenges of obesity or overweight.
The rising concern about obesity that has boosted consumer interest in no sugar soft drinks will also support increasing demand for weight management products in the forecast period. The COVID-19 crisis provided a general boost to the already prominent health and wellness trend, but was particularly important in increasing consumers’ concern about weight control.
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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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