The feel-good factor
Can functional beverages help consumers drink their way to better skin and better sleep – and improve their wellbeing? Read our take in Functionality Rules part five.
Everywhere we look, we’re greeted with adverts and signs about improving our health and wellbeing. Whether it’s a public announcement about getting off the bus or train one stop earlier than normal to get a few more steps in, or whether it’s about the latest beverage designed to benefit a certain part of the body and mind.
With the latter offering so many avenues to explore in terms of functionality, what’s new on the block – and is it resonating with consumers?
The power of hydration
It might seem odd to consider hydration one of the top benefits driving sales of functional beverages. After all, beverages, at the very least, are designed to quench our thirst. But reports show plenty of consumers are starting to seek out beverages that offer “superior hydration”. This includes alkaline water products, which claim to stabilize the body’s pH levels. This segment is on course to hit $1.3 billion in sales worldwide by 2023, making up 20% of the value-added water category.
Functional beverages that energise
COVID-19 put immune-boosting beverages on the world stage. But better immunity is not the only function to have grown in popularity among consumers. Today, we’re seeing a rise in functional beverages that promise to boost our energy levels. This can be partly attributed to the world starting to re-open, allowing the (pre-pandemic) upward trend for on-the-go lifestyles to pick up where it left off.
Brain benefits
Consumers are also on the look for products that will boost their cognitive abilities, especially in terms of helping them relax more and deal with the stresses of modern life. That includes beverages that promote better sleep hygiene such as herbal teas or “relaxation drinks”, the latter of which are starting to include ingredients like magnesium, melatonin and CBD.
Beverages designed to make you look good
Want to look younger and healthier? Another niche but growing segment of functional beverages claims to help consumers drink their way to everything from less wrinkles, to thicker hair and stronger nails. Already popular in Europe and Asia, and featuring ingredients like vitamins A, C and B12, this segment is set to spread further. And even though functional beverages cannot take the place of skin care routines and a healthy lifestyle, they still offer some kind of benefit – as evident by growing demand for such products.
In the sixth part of the series, we turn to another niche segment within functional products – this time we’ll also focus on food – that is gaining traction. With allergies and autoimmune disorders and diseases on the rise worldwide, the potential for “free-from” products is huge. Keep yourself in the know by subscribing to SIGnals Update, our exclusive bi-weekly newsletter.
- July 07, 2022