Wellness awareness lifts demand for health drinks

CEBU, Philippines — The local market’s rising awareness in health and wellness has pushed the strong demand for healthy drink products, a retail leader said.

Robert Go, president of the Philippine Retail Association (PRA-Cebu) noted a consistent increase of health drink demand especially in the metropolitan areas.

Go, who owns a chain of supermarkets around the country, the Prince Hypermart, said that consumers now prefer to buy flavored drinks with healthy benefits, than quenching thirst with drinks that do not promote healthy living.

Although the shift of consumers’ preference is also influenced by the rising cost of sugary products, such as soft drinks and juices, Go said the market now is discerning across social classes.

This means, that regardless of social status, consumers now are conscious of the health benefit of flavored drinks, high sugar content drinks are slowing down in terms of sales.

According to Euromonitor International organic packaged food and drinks, valued at USD37 billion at a global level.

Meanwhile, according to a study conducted by global communications marketing firm Edelman coconut water, aloe flavored water, together with water flavored with maple, artichoke and cactus, are named as rising stars in the flavored and functional beverage products.

Filipinos are urged to take advantage of the profitable business while the local and global market is shifting preference in favor of non-sugary, health-friendly comfort drinks.

Edelman believes that Philippines, a country that grows ample supply of coconut, aloe vera, among others, can provide the world’s “thirsty” market for functional beverage products that offers health benefits.

There is also an increased interest in functional drinks like vinegar-based drinks, turmeric elixirs, charcoal juices, and even algae water.

In an earlier study administered by Nielsen revealed that retailers are taking notice and responding to this health-consciousness trend.

Organic products in particular, are increasing in quantity across shelves and categories in the stores. Volume sales of products with an organic claim on the package has been hitting double-digit.

Go added that this shift of preference is more noticeable in the urban areas, as the rural and provincial market are still largely softdrink drinkers. (FREEMAN)