What you need to know
Functional drinks are well positioned to provide the convenient, on-the-go wellness support that many consumers desire. Functional drinks enjoy habitual use, with the majority users consuming these drinks at least weekly, regardless of specific benefit. Young consumers and parents remain the core users of functional drinks yet brands have the opportunity to target older consumers who have specific functional needs. The COVID-19 pandemic will reshape consumers’ priorities when purchasing functional drinks; products with immunity support benefits will thrive and consumers will take a more critical view of drinks with vague unsubstantiated claims.
Key issues covered in this report
Anxious consumers during COVID-19 may seek out new, and old, functional benefits
The pandemic will trigger a shift in functional drink positioning
The competition between functional drinks and supplements
Trending functional claims and ingredients
Definition
This Report explores consumer consumption of and attitudes and behaviors toward beverages that promise some sort of functional/health benefit (beyond basic nutrition, refreshment or enjoyment) such as relaxation, energy, improved mood or improved digestion. The Report covers trends in functional drinks across categories rather than a defined functional drinks market.
