Better-for-You Beverages: A Growing Thirst for Wellness and Performance

The beverage industry is experiencing a profound shift. With consumers increasingly prioritizing health, wellness, and performance, opportunities exist to offer innovative functional beverages that are easy ways to support those goals. Such products are attractive to a diverse audience, from

• young adults seeking meal replacements on the go or help staying awake and alert for late night activities
• to parents seeking improved immunity for their kids during cold season or cognitive enhancement for themselves throughout their workday
• to older adults seeking nutritional support.

Beyond the focus on natural ingredients and reduced sugar, there is a burgeoning demand for beverages that support cognitive function and energy levels. Young adults are seeking beverages that can enhance focus, concentration, and mental clarity. Products infused with nootropics, adaptogens, and essential vitamins can provide the necessary boost for students, gamers, and young professionals alike. Energy drinks with a cleaner ingredient profile and functional benefits are also gaining popularity in this demographic.

Gaming has a young demographic, and participants have special needs and wants in terms of food and beverages. Opportunities exist in developing beverages that enhance and elevate mental and physical performance and deliver functional attributes such as hydration, energy, sustained nutrition, mental acuity and focus, mood elevation, and stress reduction.

On the other end of the spectrum, seniors are increasingly looking for beverages that support cognitive health and prevent age-related decline. Products rich in antioxidants, omega-3 fatty acids, and vitamins essential for brain health can be particularly appealing. Additionally, beverages designed to retain muscle and improve digestion, bone health, and overall vitality can cater to the specific needs of this growing population.

Furthermore, partnerships with healthcare professionals and nutritionists can help validate product claims and build credibility. By combining scientific evidence and transparency on the ingredient label, consumers can have more confidence in the product and perhaps be more likely to pay a premium for proven results.

The future of the beverage industry lies in creating products that not only taste good but also deliver tangible benefits.

For more information see Packaged Facts benchmark annual report US Beverage Market Outlook 2024: Opportunities & Challenges With Pricing, Better-For-You Options, & More, along with related reports  such as Functional Beverages, and Energy Drinks as well as Beverage Packaging from The Freedonia Group.

About the Author:

Jennifer Mapes-Christ is the Manager of Consumer & Commercial Goods for Freedonia Industry Studies and Food & Beverage Research for Packaged Facts.