Abstract
About this report
The functional drinks market exhibited hefty growth till the onset of the recession, but showed signs of distress amid ongoing difficult economic environment. Even though the new product activity has remained strong during the recession, most of those products primarily target teens or young adults who tend to be price sensitive. Additionally, the market momentum during 2004-08 appears to have come more from the experiential attributes of new-age beverages such as enhanced water and energy drinks rather than functional benefits. This report assesses the current state of the functional beverage market and proposes numerous actionable insights to create sustainable growth in the market.
This report explores how consumer trends, the challenging economy and product innovation are shaping the functional drinks market. In addition to presenting sales data by segment, supplier and brand, the report considers a range of topics, including:
- Top usage barriers keeping consumers out of the category; and what strategy marketers can follow to break them down
- Increasing role of the FDA in scrutinizing functional food and beverage market and its influence on the functional drinks market
- Key target consumers in the market and a spotlight on consumer groups that offer the greatest potential for expanding the functional drinks market
- New product launches with specific functional claims
- Consumer preferences for different types of functional drinks
- Changing consumer attitudes toward diet, health and lifestyle and how manufactures can tailor new product offerings to align with changes in consumer behavior
- Analysis of factors that motivate consumers to use functional drinks
- The role functional ingredients play in consumer purchase decision of functional drinks
- Identification of functional benefits consumers prefer to see in functional drinks
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