While much attention has been given to physical health problems over the last decade, the issue of mental wellbeing is also driving demand for health-boosting products. As concerns about health and financial security are elevated, we can expect even more of that interest. However, it is also important that functional beverages are both tasty and affordable.

Ingredients that offer health-boosting benefits beyond basic hydration are having a greater influence on beverage choice than ever before. This is because consumers are taking a more proactive and long-term approach to their health, driven by concerns about the impact of current diets and lifestyle on long-term health.

In Q4 2019, FMCG Gurus surveyed 2,000 U.S. consumers about their soft drink habits. The research found that while carbonates, juice and bottled water remain the most popular types of soft drinks in the country, 36% of respondents said they consume a functional juice/water at least once a week. These beverages are positioned around active ingredients that boost physical and/or cognitive health. Of the consumers who turn to such beverages, over one-third (35%) said they had increased their intake of functional beverages during the previous six months.

Only 55% of consumers said they are satisfied with their health, according to an FMCG Gurus Active Nutrition survey of 1,000 consumers conducted in Q3 2019. It is therefore not surprising that 51% of Americans said they looked to improve their overall health during the past year, while 57% said they looked to improve their diets. In addition to this, 52% said they regularly research ingredients that can help improve their health.

To read this article in full check out the Drink up: Winning strategies for healthy beverages – digital magazine. 

Mike Hughes is head of research and insight, FMCG Gurus.

This article is based on the following surveys: