One long term impact of the COVID-19 pandemic is likely to be a realignment of consumer health priorities, particularly in the area of immune-support. Beverages and liquid tonics can be a natural, convenient format for necessary micronutrients and adjacent areas of immune-support, such as digestive health and sleep aids. This briefing explores possible areas of development in functional beverages, tonics and soluble powders, and also profiles the ‘immune seeker’ consumer segment.
This report comes in PPT.
As consumer priorities change after COVID-19, products delivering immune-boosting benefits, improved hygiene and sanitation will stay in new routines.
The COVID-19 pandemic remains a serious global threat at the time of publication. Across markets, retail grocery spending has increased as more time is spent in the home. Within the daily basket, new types of food, beverages, supplements, home care, beauty and hygiene products are being integrated into a “new normal” health routine. This will not be a temporary experiment or adjustment. Long-term, consumers can be expected to re-evaluate and invest in products that better protect their families, homes, bodies and general wellbeing.
Non-alcoholic drinks, tonics and soluble powders are three popular and growing formats for functional products generally, including immune support benefits
Everyday immune boosting ingredients in drinks (typically juice) include vitamins C and D, and zinc, among other nutrients. Digestive health products – probiotics and prebiotics – are also closely allied with consumers’ changing notion of preventative health and proactive wellbeing. Beverages are a palatable and popular format for these important immune support ingredients. Where possible, consumers are likely to gravitate towards fresh, natural and flavourful functional products – beverages and foods – that can replace pills and capsules.
“Immune seekers” are a consumer segment who were already actively seeking, using and promoting immune support supplements – even before the pandemic
A small cohort of “immune seekers” are the most engaged and educated users of immune support supplements and are likely to shape the first wave of expanded immune support innovation in the aftermath of the pandemic. Beverage and consumer brands must innovate carefully to retain this important segment and drive wider interest from other consumer groups, as spurious “immunity” claims and a rush to capitalise on crisis-driven demand for safety could undermine consumer trust in functional beverages and supplements more generally.
This is the aggregation of the following categories; Carbonates, Fruit/vegetable juice, Bottled water, Functional drinks, Concentrates, RTD tea, RTD coffee and Asian speciality drinks.
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