Today’s beverage landscape is changing.
62% of consumers say that beverages play a very important role in their overall health and wellness.¹ Beverages have always been a staple for a range of occasions, and today’s beverage landscape is changing. From supporting health and immunity to improving mood to boosting energy, we’re asking beverages to do more than just hydrate. And while we’re asking for more of these “functional beverages” to help us in our quest for health and vitality, we’re also asking them to include less, as in less sugar and less of the artificial stuff. It’s a tall order, but fortunately with the right partner, today’s functional beverages can stand up to the challenge.
There are several factors driving the popularity around the growing $50 billion⁵ US functional beverage market, including:
- Consumers would like their food and beverages to contribute to both their mental and physical health.²
- Many are replacing conventional soda for better-for-you functional drinks. According to Hartman Group, 60% of consumers are trying to reduce or avoid conventional soda.³
- The ‘sober curious’ lifestyle is also making its way into the mainstream with nearly 40% of US consumers closely or occasionally following it largely for physical and mental health reasons.⁴