Functional beverages are undergoing an evolution beyond their traditional focus areas like hydration and energy to a wider array of more targeted, niche interests. The best way to understand this transition is through the need states framework, which looks first at what consumers are aiming to accomplish and then works backwards to consider how a beverage could help them achieve that.
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Consumers are looking to address specific functional needs and are then working backwards to find the product that best suits them. Thinking in terms of these consumer “need states” and how best to address them will be key for the success of the functional beverage segment.
Declining trust that institutions will take care of them and the rise of DIY approaches to health that spread through the internet are pushing consumers to take more control of their own health outcomes. This has led to interest in a much wider range of potential beverage functionalities than ever before.
The modern world is full of stressors. This is a key driver of calming beverage growth but it is also underlying many other functional spaces as well. Energy, in particular, is growing, in part because consumers feel the need to be productive in order to succeed in a stressful world, but even in areas like hydration products are trying to address this constant consumer stress.
Digital culture has cultivated interest in new functionalities, while giving consumers access to a wide variety of products aimed at very specific functional niches. Future developments in need states will therefore be inextricably tied to the internet.
A general sense that society has become too reliant on medication has led many to see more natural solutions for their health issues, in which food and beverage consumption plays a leading role. This is especially true of chronic health conditions requiring constant maintenance and preventative actions, rather than dealing with short illnesses.
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.See All of Our Definitions
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