• Login
    • Join
  • FOLLOW:
  • Subscribe Free
    • Magazine
    • eNewsletter
    Checkout
    • Magazine
    • News
    • Exclusives
    • Nutraceuticals
    • Markets
    • Health
    • Jobs
    • Events
    • Buyers' Guide
    • Showcases
    • More
  • Magazine
  • News
  • Exclusives
  • Nutraceuticals
  • Markets
  • Health
  • Jobs
  • Events
  • Buyers' Guide
  • Showcases
  • Current & Past Issues
    Features
    Columns
    Editorials
    Digital Edition
    Subscribe Now
    Advertise Now
    eNewsletter
    Editorial Guidelines
    Top Features
    Nutraceuticals for Men: Muscle Health and Performance Nutrition

    Aging in Place: Healthy Lifestyles Supplement Science-Based Solutions

    Getting an Edge in Esports: Meeting the Health Needs of Competitive Gamers

    Beyond CBD: Cannabis Compounds Warrant Recognition and More Research

    Leveling Out the Energy Segment for Mainstream, and Rethinking Caffeine
    Breaking News
    Certifications, Approvals and Patents
    Exclusives
    Industry & Market News
    People
    Products
    Regulatory
    Research
    Supplier News
    Supplier Insights
    Live From Shows
    Top News
    Nootropics and Adaptogens Respond to Demand for Mind and Mood Support

    Sabinsa Honors 70th Anniversary of Diplomacy Between India and Japan

    Solvay Invests in Suanfarma’s Vanillin Production

    GNC Adds Products from The Honest Company, Hers, and Womaness

    NSF and SCNM’s School of Nutrition Collaborate on Master of Science Program
    Exclusives
    Blogs & Guest Articles
    Health E-Insights
    Area Code 420
    eBook
    Antioxidants
    Dairy-Based Ingredients
    Enzymes
    Fatty Acids
    Fiber & Carbohydrates
    Green Foods
    Herbs & Botanicals
    Marine Nutraceuticals
    Minerals
    Omega 3s
    Probiotics & Prebiotics
    Proteins, Peptides, Amino Acids
    Sweeteners
    Vitamins

    Nootropics and Adaptogens Respond to Demand for Mind and Mood Support

    Sabinsa Honors 70th Anniversary of Diplomacy Between India and Japan

    Solvay Invests in Suanfarma’s Vanillin Production

    Tocotrienols May Aid Weight Loss and Cognitive Performance, Animal Study Finds

    Leaven Essential to Launch Branded Botanical Extracts to Global Markets
    Consumer Trends
    Contract Manufacturing
    Cosmeceuticals / Nutricosmetics
    Delivery & Dosage Technologies
    Dietary Supplements
    Flavors & Colors
    Functional Foods & Beverages
    Healthcare Trends
    Medical Nutrition
    Mergers & Acquisitions
    Natural/Organic
    Nutrition Bars
    Packaging
    Pet Nutraceuticals
    Quality & Safety
    Regulations
    Research
    Testing
    World Markets

    Nootropics and Adaptogens Respond to Demand for Mind and Mood Support

    Sabinsa Honors 70th Anniversary of Diplomacy Between India and Japan

    Experts Debate Role of Supplements in Improving Public Health in EU

    Solvay Invests in Suanfarma’s Vanillin Production

    GNC Adds Products from The Honest Company, Hers, and Womaness
    Bone & Joint Health
    Cancer Risk
    Cardiovascular Health
    Cognitive Function
    Diabetes & Blood Sugar Management
    Digestive Health
    Energy
    Eye Health
    Healthy Aging
    Immune Function
    Infant & Children's Health
    Inflammation
    Men's Health
    Mood Health & Sleep
    Oral Health
    Sexual & Reproductive Health
    Skin Health
    Sports Nutrition
    Weight Management/Weight Loss
    Women's Health

    Nootropics and Adaptogens Respond to Demand for Mind and Mood Support

    Experts Debate Role of Supplements in Improving Public Health in EU

    GNC Adds Products from The Honest Company, Hers, and Womaness

    Tocotrienols May Aid Weight Loss and Cognitive Performance, Animal Study Finds

    Red Seaweed Digestive Supplement for Cattle Could Reduce Enteric Methane Emissions by 80%
    Industry Events
    Live From Show Events
    Webinars
    All Companies
    Categories
    Trade Associations
    Company Capabilities
    International Buyers Guide Companies
    Nutrition21, LLC

    Gencor

    Ecuadorian Rainforest

    ESHA Research

    KLK OLEO
    Companies
    Product Releases
    News Releases
    Literature / Brochures
    White Papers
    Jobs
    VIdeos
    Services
    Add New Company
    International Buyers Guide Companies
    Nutrition21, LLC

    Gencor

    Ecuadorian Rainforest

    ESHA Research

    KLK OLEO
    • Magazine
      • Current / Back Issue
      • Features
      • Editorial
      • Columns
      • Digital Edition
      • eNewsletter Archive
      • Editorial Guidelines
      • Subscribe Now
      • Advertise Now
    • Breaking News
    • Buyers' Guide
      • All Companies
      • Categories
      • Trade Associations
      • Company Capabilities
    • Nutraceuticals
      • Antioxidants
      • Dairy-Based Ingredients
      • Enzymes
      • Fatty Acids
      • Fiber & Carbohydrates
      • Green Foods
      • Herbs & Botanicals
      • Marine Nutraceuticals
      • Minerals
      • Omega 3s
      • Probiotics & Prebiotics
      • Proteins, Peptides, Amino Acids
      • Sweeteners
      • Vitamins
    • Markets
      • Consumer Trends
      • Contract Manufacturing
      • Cosmeceuticals / Nutricosmetics
      • Delivery & Dosage Technologies
      • Dietary Supplements
      • Flavors & Colors
      • Functional Foods & Beverages
      • Healthcare Trends
      • Medical Nutrition
      • Mergers & Acquisitions
      • Natural/Organic
      • Nutrition Bars
      • Packaging
      • Pet Nutraceuticals
      • Quality & Safety
      • Regulations
      • Research
      • Testing
      • World Markets
    • Health
      • Bone & Joint Health
      • Cancer Risk
      • Cardiovascular Health
      • Cognitive Function
      • Diabetes & Blood Sugar Management
      • Digestive Health
      • Energy
      • Eye Health
      • Healthy Aging
      • Immune Function
      • Infant & Children's Health
      • Inflammation
      • Men's Health
      • Mood Health & Sleep
      • Oral Health
      • Sexual & Reproductive Health
      • Skin Health
      • Sports Nutrition
      • Weight Management/Weight Loss
      • Women's Health
    • Online Exclusives
    • Webinars
    • Slideshows
    • Blogs & Guest Articles
    • Health E-Insights
    • Videos
    • Podcasts
    • Infographics
    • eBook
    • Whitepapers
    • Research
      • TrendSense
      • Monograph Center
      • White Papers
      • Research News
    • Jobs
    • Events
      • Industry Events
      • Live From Show Events
      • Webinars
    • Supplier Showcases
      • Companies
      • Product Releases
      • News Releases
      • Literature / Brochures
      • White Papers
      • Jobs
      • VIdeos
      • Services
    • About Us
      • About Us
      • Contact Us
      • Advertise With Us
      • Privacy Policy
      • Terms of Use
    Features

    Global Overview of Naturally Healthy Beverages

    Euromonitor outlines key trends in a crowded and competitive market for health-positioned drinks.

    Global Overview of  Naturally Healthy Beverages
    Related CONTENT
    • The Immunity Imperative
    • American-Grown Fruit Adds Appeal to Juices in China
    • Vitafoods Europe Teams with ESSNA to Tackle Sports Nutrition Challenges
    • Nutrition Industry Optimistic Despite Political Uncertainty
    • Personalized Nutrition Emerging as Important Industry Trend
    By Hope Lee, Senior Beverages Analyst, Euromonitor International06.02.17
    Not everyone’s understanding of the term “natural” is the same, however, consumers walking down supermarket aisles all have an eye out for products with labels or packaging bearing the term. Euromonitor International’s research findings show that the description of “natural” is a self-governed practice from the manufacturer’s perspective; there is no conclusive and scientific definition for the term “natural” as it relates to foods and beverages. 

    The lack of a clear definition may cause confusion or harm the believability of natural claims. In view of the mindful eating trend, manufacturers are compelled to explore new ingredients for product development, and nurture “the next big thing” following the great success of coconut water.

    Growth Categories: Natural Mineral Water
    Naturally healthy (NH) mineral water benefits from multiple possible consumption occasions, premium hydration, and being an alternative for hydration during and after sports activities, as consumers are conscious of the sugar content and artificial ingredients in sports and energy drinks. The fact that every NH mineral water brand has a specific, identifiable source allows the brand owner to build a marketable story, and consequently an association with trust and traceability. This fits well with consumer desire for authenticity, traceability, and transparency. Sales of NH still spring water are also expected to advance rapidly, which is likely to spur manufacturers to locate new natural sources. The Wonderful Co’s Fiji water has a distinctive clean taste, purity, and country of origin (product identity); Fiji water is a rising star in NH water, with global sales increasing by 56% over 2011-2016.

    China’s Water Opportunity
    The huge potential in bottled water in China has attracted plenty of players, and it is one of the most crowded consumer markets. However, water companies also face regulatory changes. A new pricing system requires large users of water sources to pay higher extraction fees. In addition, previously there was no clear definition as to how to name different types of bottled water. Thus, manufacturers often gave their brands various “fancy/marketing” names. In May 2015, the National Health and Family Planning Commission of the People’s Republic of China released updated National Standards for Packaged Drinking Water GB19298-2014. The new standards prevent companies that sell other still bottled water from naming their products commercially and stipulate that bottled water should only fall into two categories: natural mineral bottled water or other drinking water. This change put natural spring water (as defined by Euromonitor) into a marginal category.

    In terms of product naming, to meet the requirements of the new standard, the name given to a packaged drinking water product should be scientifically correct. It is not permissible to name a product by one, or several ingredients, except for water. The misleading practice of using creative marketing descriptions for water products will be regulated. The change will put pressure on manufacturers’ marketing strategies, especially if they wish to expand in functional water.

    Competing with Fortified
    Consumers are looking for diversity, which represents both an opportunity and a challenge for manufacturers. Marketers will need to make a strategic decision about the geographic region in which they plan to develop the NH or fortified/functional (FF) category, or one of each to complement each other. That said, NH food and beverage brands sometimes need to compete with FF products. This is the case for Danone’s Mizone (FF) and Evian (NH) in China, with Mizone being a more powerful brand there. In bottled water, The Coca Cola Company (TCCC) focuses on FF water rather than NH water with global brand Glaceau. TCCC is relaunching its Coca-Cola Plus zero sugar, fiber-enhanced soft drink in Japan and it will compete against NH high fiber drinks.

    Probiotics are increasingly applied to packaged food and beverages. Manufacturers need to make a decision about which unique selling proposition (USP) they want to use for a new product to better suit the targeted audience and market. Successful hybrid products with probiotic and natural claims are also being pursued such as KeVita Sparkling Probiotic Drinks (acquired by PepsiCo).

    The Rise of Hybrid Varieties
    Coconut and plant-based water is a naturally healthy hybrid between juice and water. It is becoming a serious business, luring many investors. Coconut water has more potassium than a banana, no added sugar, no fat or cholesterol, as well as no preservatives; it is seeing strong growth across several regions, with for example, the Middle East and Africa growing 17% in 2016 alone. Processing and packaging techniques have now developed further, allowing for an extended shelf life for coconut water. What has followed is the entry of pioneer brands and a marketing blitz to position coconut water as a healthy alternative within the juice and sports drinks categories.

    As with any emerging category, the current fragmentation seen will move along the consolidation lifecycle. The speed of consolidation is debatable; however, brands such as Vita Coco are moving rapidly to build scale and create a global footprint. Most coconut water players will continue to approach this market with pre-established distributors and this is unlikely to change in the near future.

    Teas Demonstrate Promise
    NH hot tea is predicted to generate a net increase of around $3.5 billion over 2016-2021, driven by China, India, Canada, the U.K., and Germany. China alone will contribute absolute growth of $1.6 billion over the period. Consumption of tea beverages is rising even in coffee-drinking nations. This contrasts with the declining situation of diet and regular cola brands.
    NH RTD tea is more commercialized than the hot variant and a large amount of unpackaged tea continues to be available in China and India. Individual major RTD tea brands’ sales far outweigh those of NH hot tea. NH RTD green tea will be the growth engine in RTD tea thanks to its widely recognzsed health benefits and the improved taste and flavor of green tea. Honey is used as a pleasant flavor added to green tea.

    Chinese and Japanese brands continue to hold prominent ranks. Lipton NH hot tea sales are 64% higher than its NH RTD variant. This is largely because hot Lipton is widely available globally but Lipton RTD tea is a minor brand in major RTD tea markets such as China, Japan, and Indonesia.

    Commercialization of TCM
    Globalization has created more opportunities for cross-cultural exchange and influences between traditions and food and beverages. Traditional Chinese, Indian, and Hispanic herbs, beliefs, well-being concepts, and treatments have progressively spread throughout the West. This situation has translated into gradual acceptance of food and beverages associated with these cultures.

    Traditional preparation of traditional Chinese medicine (TCM) is time consuming, thus the modern method and commercialization of TCM is to enable a product to have the same efficacy but also be convenient and easily consumed on the go.

    Revitalizing Juice
    Given the introduction or likely introduction of sugar taxes in many markets, lowering sugar content in beverages has become a compelling task for industry players. Re-blending, going organic, clean label and HPP are noticeable tactics to revitalize juice.

    Overall, major developed markets are set to see slow growth or decline in NH juice due to concern about sugar content and market maturity. The competition from other NH beverages and consumers’ desire for product diversity have also put pressure on NH juice. Nevertheless, superfruits continue to expand through different variants such as 100% juice, juice drinks, and nectars. While the U.S. will see strong growth of NH superfruit nectars, the U.K. and China are expected to see growth in NH superfruit 100% juice. Continuous progress of coconut water and other plant-based waters and NH RTD tea may somehow divert consumers’ attention from NH juice. Manufacturers are looking for new blends and new technology, such as HPP juice, to attract and retain juice consumers. Increasingly, vegetables are blended with fruit juice to reduce the overall sugar content in a brand as the concept of “drinkable salad” is spreading in the U.S. and the U.K. The emergence of protein and organic beverages coupled with marketing tactics such as clean labels have also helped generate a competitive NH landscape.

    Organic Juice: ‘Super Natural’ Credentials
    In most markets, organic juice is seen as a super premium and super natural juice. The global retail value sales of commercially packaged organic juice amounted to around $2 billion in 2016; unsurprisingly, sales are concentrated in developed countries. North America generates the highest share of sales, accounting for half the global value. It is expected that Russia, Brazil, and India will also grow rapidly in the next few years, while sales in China will remain negligible. Given the healthy image of organic food and beverages, and the importance of organic farming as a sustainable agricultural model, both volume and value opportunities exist for organic juice in the long term. General Mills has recently made investments to expand its organic sourcing.

    However, highly regulated organic agricultural methods and inadequate financial support for organic farming in some countries may limit the mass production of organic fruit and vegetables. While the EU has its own organic labeling rules and certification, other countries may have their own rules. This makes it difficult to sustain a globally viable brand with the organic certified label.

    Summary
    Ancient wisdom such as TCM offers a window of opportunity for manufacturers given that botanicals fit perfectly with the word “natural.” The popularity of coconut water will continue as major companies are investing heavily in the product. Organic juice is expanding rapidly, however, growth is likely to be limited by costly certification and conversion to organic farming.
    NH mineral water is a regulated category in most countries, and the process of application for such labels can be long and approval difficult to come by. Some TCM herbs may not be palatable to a Western audience and it takes resources to nurture a consumer base. Organic certification and farming is desirable; but to make it scalable and economically sustainable remains a challenge.


    For more insight, see Euromonitor’s newly released global briefing on naturally healthy foods and beverages: “Ancient Wisdom and Botanical Acquisitions: the Rise of Naturals,” or contact Hope Lee at hope.lee@euromonitor.com, @HLee_emi on Twitter.
    Related Searches
    • Energy
    • Health
    • Extraction
    • packaging
    Related Knowledge Center
    • Consumer Trends
    • Healthcare Trends
    • World Markets
    Suggested For You
    The Immunity Imperative The Immunity Imperative
    American-Grown Fruit Adds Appeal to Juices in China American-Grown Fruit Adds Appeal to Juices in China
    Vitafoods Europe Teams with ESSNA to Tackle Sports Nutrition Challenges Vitafoods Europe Teams with ESSNA to Tackle Sports Nutrition Challenges
    Nutrition Industry Optimistic Despite Political Uncertainty Nutrition Industry Optimistic Despite Political Uncertainty
    Personalized Nutrition Emerging as Important Industry Trend Personalized Nutrition Emerging as Important Industry Trend
    PepsiCo Launches European Program to Support Emerging Brands PepsiCo Launches European Program to Support Emerging Brands
    Alternatives to Botanical  EFSA Health Claims Alternatives to Botanical EFSA Health Claims
    Nutrition Companies See Health Claims Regulation as Top Challenge in Europe Nutrition Companies See Health Claims Regulation as Top Challenge in Europe
    Formulation Strategies for  Aging Consumers Formulation Strategies for Aging Consumers
    Fermented Foods Opportunity Continues to Ripen Fermented Foods Opportunity Continues to Ripen
    NattoPharma Named Partner For EU Research Grant NattoPharma Named Partner For EU Research Grant
    Formulation Strategies for Aging Consumers Formulation Strategies for Aging Consumers
    Botanical Research Highlights Botanical Research Highlights
    EU Botanical Health Claims: A Never-Ending Story? EU Botanical Health Claims: A Never-Ending Story?
    U.S. Tea Market Brews Strong Sales in Rise to $7 Billion U.S. Tea Market Brews Strong Sales in Rise to $7 Billion

    Related Content

    • Antioxidants | Consumer Trends | Dietary Supplements | Healthcare Trends | Herbs & Botanicals | Immune Function | Probiotics & Prebiotics | Proteins, Peptides, Amino Acids
      The Immunity Imperative

      The Immunity Imperative

      The best way to preserve health is through preventive approaches. These nutraceuticals are on the front lines.
      By Alan Richman, Contributing Writer 06.02.17

    • Breaking News | Consumer Trends | Functional Foods & Beverages | Industry & Market News | World Markets
      American-Grown Fruit Adds Appeal to Juices in China

      American-Grown Fruit Adds Appeal to Juices in China

      About 84% of survey respondents said they believe it is important to know the origin of the fruit used to make their juice.
      05.22.17

    • Vitafoods Europe Teams with ESSNA to Tackle Sports Nutrition Challenges

      In June 2016, the EU declared there was no need for specific sports nutrition regulation.
      05.08.17


    • Nutrition Industry Optimistic Despite Political Uncertainty

      Nutrition Industry Optimistic Despite Political Uncertainty

      Nearly nine in 10 surveyed said they felt positive about the future sales and profitability of their businesses.
      05.04.17

    • Personalized Nutrition Emerging as Important Industry Trend

      Individualized dietary guidelines, wearable technology, and genetic testing will all factor in the future of personalization.
      05.04.17

      Breaking News
      • Nootropics and Adaptogens Respond to Demand for Mind and Mood Support
      • Sabinsa Honors 70th Anniversary of Diplomacy Between India and Japan
      • Solvay Invests in Suanfarma’s Vanillin Production
      • GNC Adds Products from The Honest Company, Hers, and Womaness
      • NSF and SCNM’s School of Nutrition Collaborate on Master of Science Program
      View Breaking News >
      CURRENT ISSUE

      May 2022

      • Aging in Place: Lifestyle Supplements Science-Based Solutions
      • Getting an Edge in Esports: Meeting Health & Nutrition Needs
      • Nutraceuticals for Men: Muscle Health and Performance Nutrition

      Cookies help us to provide you with an excellent service. By using our website, you declare yourself in agreement with our use of cookies.
      You can obtain detailed information about the use of cookies on our website by clicking on "More information”.

      • About Us
      • Privacy Policy
      • Terms And Conditions
      • Contact Us

      follow us

      Subscribe
      Nutraceuticals World

      Latest Breaking News From Nutraceuticals World

      Nootropics and Adaptogens Respond to Demand for Mind and Mood Support
      Sabinsa Honors 70th Anniversary of Diplomacy Between India and Japan
      Solvay Invests in Suanfarma’s Vanillin Production
      Coatings World

      Latest Breaking News From Coatings World

      DIC’s Indian Subsidiary Begins Construction of Coating Resins Production Facility
      Celanese Declares Force Majeure on Acetyl Chain and Acetate Tow Products
      CPI Announces New Hybrid Professional Development Program for 2022
      Medical Product Outsourcing

      Latest Breaking News From Medical Product Outsourcing

      New Patents Add Value to Know Labs' Bio-RFID Tech
      Ra Medical Granted Patent for Catheters With Expanded Ablation Area
      ReCor Medical Presents Data from Two Randomized Trials
      Contract Pharma

      Latest Breaking News From Contract Pharma

      Evotec SE and Sernova Corp Announce Partnership in the Field of Diabetes
      Emergex COVID-19 Vaccine Candidate Successfully Coated onto Zosano Micro-Needle Patch
      Thabor Therapeutics Appoints Jérémie Mariau as CEO
      Beauty Packaging

      Latest Breaking News From Beauty Packaging

      Bite Beauty Is Closing Later This Year
      Johnson & Johnson Names CEO & CFO of Planned Consumer Health Company
      LaJeanell Launches Men’s Duo Skincare Product Set
      Happi

      Latest Breaking News From Happi

      Nautica Introduces Oceans Pacific Coast Vegan & Sustainable Fine Fragrance Collection
      Dip Powder Nail Brand Nailboo, Expands Into Retail Exclusively At Sally Beauty
      Bite Beauty Is Closing Down Operations by the End of 2022
      Ink World

      Latest Breaking News From Ink World

      Nazdar Ink Technologies to Manufacture VFP Ink Technologies Electronic Inks for US
      Sun Chemical Heads to Flexo and Labels 2022
      PETRONAS Chemicals Group to Acquire Perstorp Group
      Label & Narrow Web

      Latest Breaking News From Label & Narrow Web

      Essentra Packaging invests in Landa Nanographic press
      Nazdar to manufacture VFP electronic ink for US Market
      SunDance moves into flexible packaging with HP Indigo
      Nonwovens Industry

      Latest Breaking News From Nonwovens Industry

      Thinx Launches Moist Panties Campaign
      Kimberly-Clark to Expand Diaper, Wipes Production in Suzano, Brazil
      Bambo Nature Diapers Now Feature Paper Packaging
      Orthopedic Design & Technology

      Latest Breaking News From Orthopedic Design & Technology

      Paragon 28 Launches Grappler Suture Anchor System
      Paul Stellato Appointed Chief Accounting Officer at Zimmer Biomet
      DuPuy Synthes’ INHANCE Shoulder System Cleared by FDA for Reverse Total Shoulder Arthroplasty
      Printed Electronics Now

      Latest Breaking News From Printed Electronics Now

      Jabil Strengthens Additive Manufacturing Offerings
      Avery Dennison, Wiliot Partner to Build and Scale the Future of IoT
      HP Delivers Enhanced Platform Capabilities to Accelerate Additive Manufacturing Production at Scale

      Copyright © 2022 Rodman Media. All rights reserved. Use of this constitutes acceptance of our privacy policy The material on this site may not be reproduced, distributed, transmitted, or otherwise used, except with the prior written permission of Rodman Media.

      AD BLOCKER DETECTED

      Our website is made possible by displaying online advertisements to our visitors.
      Please consider supporting us by disabling your ad blocker.


      FREE SUBSCRIPTION Already a subscriber? Login