In 2016 with around 35% of retail value, functional beverages have been led by Fraser & Neave. This company has observed success due to its highly popular 100 plus brands in FF sports drink as it is used to frequently organizing many sports events. The brand has not only prolonged to be popular among sports people but also those consumers who consume refreshment for their healthier alternative to carbonates and juice products. The brand product has low sugar content that abstracts the health conscious consumers. In Malaysia, the company has gained the largest value share in fortified beverage major sports category.
According to the report, “Fortified/Functional Beverages in Malaysia”, there has been a rise in health conscious consumers in Malaysia therefore; beverages manufacturers have resorted to fortification for adding value to their product. Vitamin A, C and E are being introduced by soft drink brand Marigold Feel Fresh in Malaysia. In the same way Milo Nutri G, a hot drink product has introduced malted, oats, brown rice, barley and wheat-extract that supplies complex carbohydrates for health conscious consumers. To boost energy level and fortify immune system these functional beverages are more targeted at working people and students.
Manufacturers are also trying to come up with more healthy products in beverages and to compete with other companies in Malaysia. There was a time when beverages were just considered as refreshment but now it has become for shelf space. The fortified/functional beverages have become popular and are being preferred by youngsters. These beverages enhance brain functioning, help in fighting cancer and also help in strengthening bones.
In future years as well, growth in fortified/functional beverages market in Malaysia will be seen. These beverages products are attracting a large number of people in Malaysia and will continue to do the same in future period. There will be increase in consumers’ confidence because there will be development of healthier and sugar free beverages in future according to the healthier changing lifestyle of consumers. As people in Malaysia will continue to have busy routine and modern lifestyle, fortified/functional beverages will provide consumers with extra energy products.
In the forecast period, it is estimated that the market will rise due to health awareness rising in Malaysia. Vitamin C, calcium, magnesium are some nutrients about which consumers are becoming aware and knowledgeable which are included in FF beverages and with raised awareness in the coming years, the market will no doubt prosper and register great profits.
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