Young Consumers Driving Growth in Functional Beverages
To dive deep into the purchase behavior surrounding functional beverages, Glanbia Nutritionals conducted its own consumer research survey.1 One of the top findings: consumers in the 18 to 34 age group increased their purchases of functional beverages within the past year at much higher rates than those in the 35 to 49 and 50+ age groups.
These high levels of increased functional beverage purchases made by consumers aged 18 to 34 are reported across a variety of retail outlets, both online and in brick and mortar locations including:
- Traditional grocery stores (+23%)
- General mass merchandise stores (+22%)
- Natural foods grocery stores (+22%)
- Convenience stores (+22%)
- Club stores (+20%)
- Drug stores (+17%)
Glanbia Nutritionals' survey results also showed the majority of consumers in the 18 to 34 age group also prefer formulas that are low in sugar and calories and contain no artificial colors or sweeteners.
High Usage Frequency Among Young Consumers
Glanbia's research also reveals that 18 to 34-year-old consumers are more likely to consume functional beverages multiple times a day than consumers in older age groups. While once-a-day consumption is the most common for the 18 to 34 age group, 17% of women and 23% of men report consuming functional beverages more than once a day.