While “functional beverages” is a fitting umbrella term for drinks that contain specific ingredients or chemical compounds aimed at enhancing bodily functions, this study indicates that the term may be overly broad. After all, there are functional beverages designed to energize and others that promote relaxation. Some drinks are formulated to boost immunity, while others focus on improving digestion. Certain beverages enhance vitamin intake, while others aid recovery post-exercise. Consumers lack a clear consensus on what defines a functional drink. The Evergi study analyzed social media discussions to identify which ingredients consumers associated with functional beverages. Probiotics topped the list, mentioned 25% of the time, followed closely by turmeric at 22%. Ingredients like Vitamin C, ginger, CBD, elderberry, and collagen accounted for 10% to 3% of mentions, with other individual ingredients making up the remaining 22%.
Despite the diverse functions and ingredients, Brightfield discovered that many consumers gravitate toward specific drinks. Sports drink enthusiasts typically seek healthy hydration and prefer beverages with reduced sugar, more natural components, and fewer preservatives. They also tend to pay attention to health claims. Conversely, energy drink consumers prioritize products that provide a boost of energy. While both kombucha and turmeric tea are known for enhancing gut health and supporting the immune system, kombucha drinkers often seek relaxation and focus, whereas turmeric tea drinkers aim for improved immunity and holistic wellness.
Oat milk lattes and nitro or cold-brew coffee all contain caffeine, yet oat milk lattes are more frequently chosen by consumers who value sustainability, wellness, exercise, and holistic health, often willing to pay a premium for a high-quality brand. In contrast, cold-brew and nitro coffee drinkers are primarily looking for a jolt of energy. Although this might appear to lean towards niche categories, understanding the characteristics of functional beverage consumers can significantly benefit brands. Unlike established beverage categories like soda or water, the target audience for these drinks is not necessarily universal. Interestingly, taste, which is often the most critical factor for consumers, is not highlighted in the Evergi report. For functional drinks, taste seems to be a secondary consideration, while functionality is paramount in consumer choices. Effectively targeting the ideal consumer with a drink that meets their specific needs may yield better results than simply offering a tastier version of the same beverage.
Despite the fragmented nature of the market, it is evident that functional drinks play a vital role in the future of the beverage industry. Major soda companies are rapidly entering this space. PepsiCo has included the classic sports drink Gatorade in its lineup since 2001. Last year, it acquired Rockstar for $3.85 billion and purchased the fermented probiotic and kombucha brand KeVita in 2016. This year, it is introducing the relaxation beverage Driftwell. Coca-Cola is also establishing a presence in the functional sector. The company launched Powerade in 1988 as a competitor to Gatorade and introduced Coca-Cola Energy in 2019, along with a $20 million investment in Health-Ade Kombucha.
Incorporating ingredients such as calcium citrate là gì into these functional beverages could further enhance their appeal, potentially meeting consumer demands for health benefits. Understanding the nuances of what consumers are looking for, including the benefits of ingredients like calcium citrate là gì, can help brands create products that resonate with their target audience, ensuring success in this evolving market.