The Coronavirus pandemic has only accelerated the consumer need for beverages that have relaxing, stress-relieving, or sleep-inducing functionalities. While beverages have spoken to these concerns for centuries, the new wave of calming beverages is expanding to new categories and taking advantage of new ingredients to address the needs of a stressed-out world.
This report comes in PPT.
Even prior to Coronavirus (COVID-19), consumer stress levels were rising significantly around the world. The pandemic is a major additional burden on global mental health and will help ensure that even in an era of tight R&D budgets calming beverages remain a critical area of beverage innovation.
Rates of caffeine consumption are rising, yet consumers show little willingness to cut back. That means that it will fall to beverages that can mitigate the effects of caffeine to help consumers avoid negative side effects such as jitteriness and sleep disruption while still getting the energy they need.
Mindful drinking, in its pre-COVID-19 form, generally focused on allowing consumers to fully participate in social occasions without drinking alcohol. With those occasions restricted for the foreseeable future, the way forward for alcohol alternatives will be to make inroads on alcohol’s stress-relief usages, which align well with the category’s general focus on appealing to health-minded consumers.
Herbal teas have provided calming benefits for centuries, providing a level of proven effectiveness and consumer trust other beverages cannot match. They will remain at the forefront of calming beverage innovation, with a particular focus on blending emerging ingredients (adaptogens, cannabis) with more traditional ones.
Functional relaxation drinks are not new but the first burst of excitement surrounding them failed to translate into mainstream popularity. For this time to be different, they will need to better align with wider trends in functional beverages, including clean labels and closer positioning to water rather than carbonates.
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 DefinitionsIf you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!