Category
Lifestyle
Assisted Choices
Trend cluster
Category
Functional
Beverage
Beverages are marketed as being conducive to specific physical outcomes.
5.0
Trend score
Trend
What is the Functional Beverage trend?
Functional Beverage: Moving a step beyond simply improving consumers' health overall, beverages are being marketed as functional products that solve specific physical ailments consumers are facing. Creating a sense of personalization and catering to consumers' desire to enhance their wellness, this shift reflects a change in how consumers view food and beverage products more broadly, specifically as a means to bringing them closer to who they want to become.
Trend themes
Themes within the Functional Beverage trend
Three behaviours holding the trend together01
Functional Beverages
Beverages are focusing on solving specific physical ailments with functional products.
02
Personalization in Wellness
Consumers view food and beverage products as a means to bringing them closer to who they want to become.
03
Use of Medicinal Herbs and Spices
Brands are incorporating herbs and spices to create functional plant-based tonics.
Industry implications
What the Functional Beverage trend means for industry
Where the trend changes the playbookFor
Food and Beverage
Companies are exploring functional products catering to consumers' desire to enhance their wellness.
For
Supplements Industry
There is a growing number of functional food and beverage products that promote relaxation, support healthy sleep, and provide energy boosts.
For
Alternative Medicine
Brands are using medicinal herbs and spices from different traditions to create functional plant-based tonics.
Workshop question
How could you market your product as it relates to consumers' desired version of themselves?
Trend signals
Trend signals for Functional Beverage
Trend score 5.0 out of 10, from popularity 76%, activity 66%, freshness 8%.
Popularity76%
Activity66%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Functional Beverage trend
4 featured examples from Sep 27, 2017 to Mar 9, 2018CategoryLifestyle
Functional Sparkling Beverages
GLOW Beverages Now Makes Drinks to Boost Hydration and Energy
Glow Beverages' new functional sparkling drinks could disrupt the functional beverage market, offering low-calorie, natural alternatives to traditional sports drinks, energy drink…
CategoryLifestyle
Sleep Supplement Beverages
'Som' is a Drink for Sleep That's Like an Anti-Energy Drink
Disruptive innovation opportunity: Expand the market for functional food and beverage products that promote health benefits such as better sleep.
CategoryLifestyle
Functional Plant-Based Tonics
Goldthread Uses Medicinal Herbs & Spices to Create Beneficial Drinks
The creation of a new category of healthy beverages presents an opportunity for the beverage industry to expand and capture a new market segment.
CategoryLifestyle
Reparative Hangover Drinks
Buzz Balance Beverages Makes Solutions to Prevent Hangovers
The beverage industry can develop innovative hangover prevention solutions like Buzz Balance Beverages that utilize healthy and organic ingredients and help consumers detoxify the…
