The Rise of Mind/Body Drinks in Europe
Strong growth in Europe’s functional beverage market is creating new opportunities for beverage companies. While the primary drivers of functional beverage purchases continue to include energy, hydration, taste, and workout support, new growth areas are emerging.
One important trend is functional beverages that support the mind and body for total wellness. As consumers seek out ways to reduce stress and bolster health during the COVID-19 pandemic, mind/body beverages can offer the support they need.
Functional Claims and Positioning of European Mind/Body Drinks
Functional products with brain health positioning are nothing new. These products may target areas such as memory, learning, focus, or alertness. Now, functional beverages for brain health are expanding to encompass mental wellbeing, along with messaging that emphasizes total wellness.
Mind/body drinks launched in Europe are including ingredients associated with:
- Brain and nervous system support
- Increased concentration
- Increased energy
- Sleep support
- Stress reduction
- Immune system support
Whereas functional beverages for brain health might feature one promising ingredient associated with optimising brain function, these mind/body beverages often rely on a blend of functional ingredients. Some of these ingredients may be described as strengthening the body at the cellular level which, in turn, can impact multiple bodily systems. The messaging makes it clear that mental and physical wellbeing are interconnected.
Providing Mind/Body Benefits for UK Consumers
The opportunity to introduce functional beverage with mind-body benefits is illustrated in consumer interest and use of supplements for those benefits. In a recent Glanbia Nutritionals’ consumer research study in the UK, results show that most consumers recognize the importance of balancing mental and physical wellbeing. 52% of UK consumers strongly agree that mental wellbeing is just as important as physical wellbeing, with only 5% of consumers disagreeing with the statement.1