Why Consumers are Reaching for Functional Beverages
According to Mintel’s report “Nutrition and Performance Drinks,”2 consumers who purchase functional beverages do so to satisfy a specific need state. These consumers are primarily seeking to:
- Quench thirst
- Support exercise recovery
- Boost vitamin intake
- Support general health
- Boost energy
Consumers’ functional nutrition goals directly impact their beverage choices. For example, functional beverage consumers looking to quench thirst are overwhelmingly choosing functional waters and sports drinks to meet this need, while those seeking exercise recovery support are reaching for sports drinks and sports performance drinks.
Nutritional drinks and functional waters are popular choices for those interested in boosting vitamin intake and supporting general health. Energy drinks may be the obvious choice for functional beverage consumers seeking an energy boost, but sports performance drinks are another popular choice.