Expert take: driving growth in functional drinks

Let’s take the conversation further…

Apart from a growing population, what do you think is behind the phenomenal growth of functional drinks?
We all know how today’s health-conscious  consumers are. So, it is the growing interest of people in tangible health benefits. And this extends to all consumer groups, including Gen Z, millennials, Gen X and even more senior adults. Interestingly, younger consumers might drive trends, but more mature consumers have greater spending power. And that makes them and their preferences key to furthering this category, especially the premium segment.

Would you elaborate on the role of packaging in popularizing this category?

Packaging is basically the face of the product for consumers, so it plays a crucial role. But it's not just about making a product look appealing – packaging needs to tick many boxes, such as convenience, sustainability, affordability, and differentiation. Consumers, particularly millennials, demand convenience—easy-to-carry, resealable packaging that fits their busy lifestyles. Affordability is a key factor in many markets. And with the growing focus on sustainability, packaging needs to deliver on that too.  

How can SIG help manufacturers respond to evolving market demands?
In today’s economic environment, flexibility and affordability are key. Affordable nutrition is a differentiator. That’s where SIG’s packaging solutions come in—we offer flexible packaging sizes even in on-the-go formats ranging from 80 mL up to 350 ml. This allows our customers to downsize or upscale as needed, helping them meet various price points while maintaining the quality and safety consumers expect from functional drinks.

Any other way SIG can add value as a packaging partner?

The functional drinks category is poised for further growth. And we, at SIG, can help manufacturers get the most out of this market opportunity. Our SIG test filling centers across the globe provide support in recipe development, test filling and product testing and thus enable a faster go-to-market for our partners and customers. Our complete packaging systems with a wide range of packaging solutions, materials, formats, and volumes ensure that manufacturers can always find the right pack, ideal for their product, market, and price point.

With this expert take, we conclude our spotlight on functional drinks. Don’t miss out on downloading the exclusive report and get an insight into what makes this category unique. Watch this space for our take on the world of baby and toddler food – coming soon. Or simply subscribe to our monthly newsletter and never miss a story from the SIG blog.