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Summary

“Functional Drinks - Reassessing future potential, determining consumer targets, and delivering credible products” provides a comprehensive overview of the functional drink landscape, analyzing the regulatory and consumer drivers to identify the best opportunities and strategies. The report identifies the primary need states that are driving consumption in five beverage categories - carbonated drinks, fruit juice, dairy drinks, bottled water, and tea and coffee - as well as identifying how beverage needs differ by age and gender. The global regulatory environment is examined and key hubs for innovation are highlighted. The report investigates the opportunities that the functional drinks market provides for beverage manufacturers as well as the challenges that diversification into functional beverages presents. Finally, the report offers recommendations on how to position functional beverages to consumers and the latest hot ingredients and packaging initiatives to implement.

Key Findings

- Growth in the global soft drinks market is being driven by categories with a healthier profile
- Mature markets are showing stalling growth in overall soft drinks consumption
- Beverage needs differ by gender, with women prioritizing products that offer indulgent tastes, and men seeking to meet their age-needs
- The functional drinks market offers beverage manufacturers an opportunity to overcome challenges such as stalled market growth in developed economies, a negative perception of the long and short term healthiness of some soft drinks categories, and rising levels of obesity and heart disease among consumers, which is driving demand for healthier food and drink options
- Although health and efficacy are vital, the main concern when functional drinks are being consumed is their taste, and manufacturers should be sure not to compromise on this aspect
- Manufacturers will need to break functional drinks' association with fad diets and 'magic bullet' health solutions
- Heart health, weight management, digestive health, and cognitive development are key areas of interest for consumers seeking functional drinks

Synopsis

“Functional Drinks - Reassessing future potential, determining consumer targets, and delivering credible products” provides a roadmap for identifying future trends in the functional drinks market.
In particular, this report includes:

- Analysis of the consumer need states that are driving global beverage consumption
- An overview of the growth and size of the global beverage market, spotlighting areas where growth is accelerating or stalling
- A review of the current state of the regulatory landscape in major markets and the implications for the functional drinks market
- Identification of the opportunities that the functional drinks market provides for beverage manufacturers
- Evaluation of the challenges that the functional beverages market presents
- Analysis of the benefits of successful diversification into the functional drinks market
- Recommendations of how to position functional beverages to consumers

Reasons To Buy

- This report identifies the opportunities that the functional drinks market presents for beverage manufacturers
- It explains how marketers can update their product and innovation strategies to make the most of new opportunities in the functional drink market
- Knowledge of the functional drink regulatory and consumer landscape will allow manufacturers to successfully position and market their product in a rapidly changing environment

Table Of Contents

Functional Drinks - Reassessing future potential, determining consumer targets, and delivering credible products
Table of Contents
• Executive summary
• Sources and methodology
• Identifying need states within drinks categories
• Overview of the functional drinks market
• The functional drinks market provides opportunities for beverage manufacturers
• Diversification into the functional beverage market presents a number of challenges
• There are a number of benefits for successful diversification
• How to position functional beverages to consumers
• Appendix

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