Data from personal health technology – wearables, smart fitness machines and apps - is being used to change and improve consumer nutrition and consumption routines. Health tech will have an outsized impact on the beverage industry, as the physiological impact of key ingredients like alcohol, sugar and caffeine can be evaluated by consumers. The impact of functional beverages like energy and sports drinks can be tracked, scored and better understood, with implications for drinks brands.
This report explores the growing intersection between connected personal health technology, consumer wellness routines, nutrition and product innovation in consumer packaged goods – particularly as it pertains to beverage brands.
Consumer wearable health technology, smart fitness devices and mobile health applications continue to become both more advanced (with more measurable data available on personal features of fitness and nutrition) and more affordable across developed markets.
During the COVID-19 pandemic, consumers understandably remain more engaged with their health and nutrition. While adoption rates of personal health technology (particularly activity wearables) have been mixed over the past decade, new and better technology for capturing personal health data will stimulate interest in the segment, along with cross-platform, mobile health monitoring applications.
Wider adoption of personal health technology has wide-ranging implications, specifically for beverage innovation, including:
Even moderate increases in consumer adoption of smart fitness, wearables and health tracking applications can have a significant impact on the beverages industry. Refreshment and indulgence brands must be conscious of how their products and ingredients impact current and future measures of personal consumer health data, while explicitly functional and “health and wellness” beverage brands (energy drinks, sports drinks, protein drinks) must plan for how their products will be integrated into these connected health platforms.
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