Interest in health care after the pandemic is an explosive trend, typically using soft drinks with functional ingredients. Faced with that situation, soft drink suppliers need to make choices for goals and strategies to ensure the right and most appropriate path. Let’s find out the following article, WANA Beverage will decipher the reasons behind why consumers are increasingly driving this trend.

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Health is an absolute priority

In a study about the American diet, the results showed that 1 in 3 people switched to a diet during the recent epidemic. Leading the way is a diet rich in protein, vitamins, low in starch and using healthy beverages.

At the beginning of 2022, according to annual health index data in the US, 65% of people surveyed mentioned focusing more on health since the pandemic began. And 55% do so with the goal of improving and strengthening the immune system.

In addition, more than 46% of respondents are interested in new treatments such as red light therapy, vitamin injections and detox programs. Although these therapies are still controversial, it is enough to show that consumers are becoming more aware and willing to experiment with different ways to achieve their health goals.

This helps the soft drink suppliers and their R&D Team to filter out a lot of useful information as well as find solutions that attract more target customers.

The charm of the challenge “Dry January”

Another important consumer choice is to switch to non-alcoholic beverage products. The Dry January campaign is known as a festival to avoid alcohol in January, which is seen as a way to protect health.

Just earlier this year, NielsenIQ shared about the 2022 “Dry January” campaign and its impact on Americans’ drinking habits across age groups. Notice that sales of non-alcoholic products increased by 19% while total alcohol sales decreased by 6.7%.

Therefore, many brands looking to ride out this wave should consider brand positioning and beverage production costs for their beverage products to attract potential long-term customers.

Putting fun in functional components

After the wave of the Covid-19 pandemic, consumers’ awareness of healthy product choices is increasing. Under the formation of this consumer trend, the functional component is born to satisfy that concern. Therefore, if businesses want to succeed, they need to change the bottled beverage production process in the near future to attract customers.

For example, the Kin Euphorics brand has been at the forefront of innovation in the functional ingredient portfolio, since 2018. More specifically, the mocktail company leveraged the nootropic-rich formula, with the desire to enhance the benefits of mental health. From there, users relieve stress, cultivate awareness and focus on work.

In 2018, the total global CBD beverage market was estimated to be worth around US$901.8 million, with a compound annual growth rate (CAGR) of up to 17.8%, projected to reach nearly 3 billion dollars. This success creates an opportunity for businesses to develop a research and development strategy for beverages containing functional foods in the near future.

In the face of increased demand for functional ingredients, the CBD food market is continuing to boom. The added mental health benefits of CBD healthy foods are what motivates consumers.

Challenges of Beverage Manufacturers & Suppliers 

Building beverage R&D services is a key factor to boost the production process of any business. If you intend to enter the functional beverage market, brands and manufacturers need to put on the shelves different product lines, to attract the attention of consumers.

To anticipate the expected growth of up to 6.6% in the next 6 years, businesses need to make more efforts to find the formula and build a strategy to understand customer insights. Thereby, contributing to improving the brand value, after entering this market. More specifically, it is product line development, market segmentation, pricing, and new product testing. This is a great direction that any business can learn.

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Hopefully the information in the above article has helped businesses better understand the portrait of the functional beverage market. For effective research and development of this product line, beverage R&D services are needed to analyze trends in product consumption for health benefits. If you would like to cooperate with one of the soft drink suppliers, please contact Win R&D for advice!

ASIA FOOD AND BEVERAGE COMPANY LIMITED (ASIA FOOD AND BEVERAGE CO.,LTD)

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• Phone : (+84) 93 575 0088
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