What's in This Report?
With a focus on “what’s next” and current consumer trends, Functional Beverages: Market Trends and Opportunities is packed with insights about consumer trends, behavior, and motivations to help food and beverage producers, retailers, packaging companies, employers, and investors gauge consumer perspectives and find areas for growth in a competitive market.
Functional Beverages: Market Trends and Opportunities delivers actionable predictions and recommendations designed to guide producers, retailers, and investors in making business decisions by providing data and insights about what consumers think about foods and beverages, and how they feel about various diets and food lifestyles.
Scope
Functional Beverages: Market Trends and Opportunities is the go-to source for a complete understanding of U.S. consumer trends in the functional beverage market. This report combines Packaged Facts’ extensive monitoring of the food and beverage market with proprietary surveys, and evaluates current trends and future directions for marketing and retailing, along with consumer patterns during the pandemic and across the broader food and beverage market.
Functional beverages are drinks in ready-to-drink (RTD) or ready-to-mix/brew form (e.g., beverage powders, liquid drink enhancers, dry coffee and tea) that are purported to confer functional benefits which consumers perceive as important to health or everyday life.
This report covers the scope, size, and growth of the U.S. market for functional beverages with various functional claims such as increased energy, enhanced hydration, boosts in cognitive function/brain activity, better sleep and relaxation, boosts in immunity, increased gut health, meal replacement and weight management, and sports performance improvement.
Historical and projected retail sales are provided for functional beverages, segmented by product category (energy and sports drinks; functional carbonated drinks; functional coffees and teas; functional juices; functional waters; nutritional shakes, protein drinks, and meal replacements; yogurt drinks; and other functional beverages). Additionally, Functional Beverages: Market Trends and Opportunities has dozens of tables showcasing numerical survey data on consumer demographics and psychographics and numerous product and marketing photographs. This report goes in-depth on COVID-19 trends affecting the food and beverage market.
Report Methodology
The information contained in Functional Beverages: Market Trends and Opportunities was developed from primary and secondary research sources. Primary research includes interviews with food and beverage market experts; participation in and attendance at food industry events; and extensive internet canvassing.
Primary research also includes national online consumer polls of U.S. adult consumers (age 18+) conducted on an ongoing basis by Packaged Facts to analyze attitudes of consumers and their relevant food and beverage preferences.
Supplementing Packaged Facts’ exclusive survey is analysis of the 2021 Food & Health Survey conducted by the International Food Information Council, which analyzes consumer food purchase decisions, diet and lifestyle choices, snacking activity, and perception of health benefits in foods.
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Functional beverages are drinks in ready-to-drink (RTD) or ready-to-mix/brew form (e.g., beverage powders, liquid drink enhancers, dry coffee and tea) that purportedly confer functional benefits perceived as important to health or day-to-day life. For instance, many consumers seek out energy drinks when they need to be productive. Conversely, chamomile and other “bedtime teas” are often used to facilitate sleep.
The COVID-19 pandemic has changed many aspects of consumer behavior and daily life, with more people looking to improve their health to prevent – or otherwise lessen the severity of – illness. Consumers are concerned about their own health, but also the health of people they may come into contact with during the pandemic.
Some consumers are also buying food and beverage products thought to boost immunity or otherwise improve health because they believe in the concept of “food as medicine”. For some, the pandemic has inspired more focus on healthy living in general – regular exercise, more whole foods, etc. – and not just susceptibility to illness. Functional beverages are appealing to those who want to make small changes for big results, and immunity-boosting beverages have seen particularly strong interest during the pandemic.
The whole grocery market experienced faster than average growth during the pandemic since people were staying at home more than usual due to remote work and schooling. Functional beverages were no exception, and are expected to post fast gains in 2021 as well.
Additionally, online grocery sales expanded rapidly in 2020 as consumers looked for ways to shop without being in crowded grocery stores, limiting their exposure to the coronavirus. As many consumers are doing more of their regular shopping online, they are also buying more beverages through those outlets. However, many beverages are bought on impulse in stores, and impulse purchases are less common online, so online shopping also has a leveling effect on beverage sales.
For a complete understanding of this market, read the report Functional Beverages: Market Trends and Opportunities