Functional Beverages - Market Research, Industry Trends, Market Share, Consumer Insights


Published: 11/05/2021
Pages: 180
Full Study Price: US$ 3,995

Functional beverages are drinks in ready-to-drink (RTD) or ready-to-mix/brew form (e.g., beverage powders, liquid drink enhancers, dry coffee and tea) that purportedly confer functional benefits perceived as important to health or day-to-day life. For instance, many consumers seek out energy drinks when they need to be productive. Conversely, chamomile and other “bedtime teas” are often used to facilitate sleep.

The COVID-19 pandemic has changed many aspects of consumer behavior and daily life, with more people looking to improve their health to prevent – or otherwise lessen the severity of – illness. Consumers are concerned about their own health, but also the health of people they may come into contact with during the pandemic.

Some consumers are also buying food and beverage products thought to boost immunity or otherwise improve health because they believe in the concept of “food as medicine”. For some, the pandemic has inspired more focus on healthy living in general – regular exercise, more whole foods, etc. – and not just susceptibility to illness. Functional beverages are appealing to those who want to make small changes for big results, and immunity-boosting beverages have seen particularly strong interest during the pandemic.

The whole grocery market experienced faster than average growth during the pandemic since people were staying at home more than usual due to remote work and schooling. Functional beverages were no exception, and are expected to post fast gains in 2021 as well.

Additionally, online grocery sales expanded rapidly in 2020 as consumers looked for ways to shop without being in crowded grocery stores, limiting their exposure to the coronavirus. As many consumers are doing more of their regular shopping online, they are also buying more beverages through those outlets. However, many beverages are bought on impulse in stores, and impulse purchases are less common online, so online shopping also has a leveling effect on beverage sales.

For a complete understanding of this market, read the report Functional Beverages: Market Trends and Opportunities, which evaluates current trends and future directions for marketing and retailing, along with consumer patterns during the pandemic.

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Table Of Contents

  • Executive Summary
    • COVID-19 Effects on Consumers and the Beverage Market
    • Key Consumer Trends
    • Packaging Trends
    • Scope
  • COVID-19 Effects on Consumers
    • Highlights
    • First Time Use of Convenient Food and Beverage Ordering Methods In 2020
      • Table Coronavirus Food Purchase Habits: "Because of the coronavirus, I have for the first time used…", 2020 (percent of consumers)
    • Increasing Use of Convenient Food and Beverage Ordering Methods Continuing Through 2021
      • Table Coronavirus Food Purchase Habits: "Because of the coronavirus, I am…", 2020-2021 (percent of consumers)
    • Pandemic-Related Changes to Eating Habits and Snacking
      • Eating Habits and Food Prep
      • Snacking and Healthy Eating
        • Table Coronavirus Eating Habits: "Because of the coronavirus, I am eating more…", 2021 (percent of consumers)
    • Concerns About COVID-19 Exposure and Food Safety
      • Concerns About Food Safety and Waste Rose in the Wake of the Pandemic in 2020
        • Table Coronavirus Concerns about Safety and Food Waste: "Because of the coronavirus, I am…", 2020 (percent of consumers)
      • Concerns about Exposure Remain in 2021
      • Considering the Pandemic a Health Threat Personally or to Family/Friends
        • Table Coronavirus Health Concerns: "I am concerned about the…", 2020-2021 (percent of consumers)
      • Consumers Who Seek Out Functional Beverages Are More Likely to Be Concerned about the Pandemic's Health Threat
        • Table Coronavirus Health Concerns: "I am concerned about the…", 2021 (percent of consumers)
    • Consumers Who Seek Out Functional Beverages Are Experiencing More Negative Personal Effects of the Pandemic
      • Table Coronavirus Concerns: "The coronavirus has negatively affected my…", 2020-2021 (percent of consumers)
      • Table Coronavirus Concerns: "The coronavirus has negatively affected my…", 2021 (percent of consumers)
    • Effects on Work Are Continuing in 2021
    • In-Store Shopping Patterns
    • Food Insecurity Attributed to COVID-19
    • Excitement for Food-Related Activities When the Pandemic Subsides
  • Overview and Market Trends
    • Highlights
    • Gluten, Food Allergies, and Dietary Restrictions Are a Concern to Many Consumers
    • Vegetarians, Vegans, and Flexitarians: Plant-Based Eating, Sustainability, and Beyond
    • Clean Label Trends
    • Companies Are Investing in Blockchain and Big Data to Satisfy Consumer Desires for Transparency
    • Consumers Think Small and Medium Businesses Have More Credibility
    • The COVID-19 Pandemic Was the Jumpstart the Online Grocery Market Needed
      • Impact on the Beverage Market
    • Diets and Eating Patterns
      • Most Consumers Believe They Know the Amount of Caffeine they Consume
      • Over One Third of Consumers Have Followed a Special Diet in the Last Year
      • Losing Weight Is the Most Common Reason to Follow a Diet
      • Most Consumers Are Trying to Avoid or Limit Sugars in Their Diet
      • Sugar Tends to Be Preferred to Low/No Calorie Sweeteners, However
      • Frequency of Snacking and Reasons for Snacking
      • Younger Consumers Are More Likely to Snack Throughout the Day
    • Drivers of Food Purchase Decisions
      • More Than Half of Consumers Say Healthfulness Matters More to Them Now When Deciding on Foods to Buy
      • Consumers Think Meat and Poultry Have the Greatest Negative Impact on the Environment, Followed by Bottled Beverages
      • About Half of Consumers Pay Close Attention to Food Labels When Shopping
      • "Natural" Labels Are Most Impactful When Grocery Shopping
      • Helpfulness of Food Label Features
    • Health Benefits in Foods
      • One-Fifth of Consumers Seek Health Benefits from Foods
      • Weight Loss/Management Is the #1 Health Benefit Sought from Food
      • Most Consumers Want to Know More About How Food and Nutrients Affect Immune Health
      • Nutrients and Characteristics Consumed and Avoided by Consumers
      • Most Nutrients Are Sought from Foods Instead of Beverages or Supplements
      • Perception of Health Differences in Products
  • Market Size and Forecast
    • Scope
    • Functional Beverage Sales
      • Sales by Product Category
        • Table Functional Beverage Retail Sales by Product Category, 2016-2020, 2021E, 2026P (million dollars)
  • Marketing Trends and Opportunities
    • Highlights
    • "Superfoods", "Adaptogens", and "Food as Medicine"
    • Hemp and CBD
    • Brain Health, Cognitive Function (Nootropics), and Mental Focus
    • Sleep, Relaxation, and Stress Relief
    • Energy and Sports Functions
    • Immunity Boosting and Gut Health
    • Meal Replacement and Weight Management
    • Some Consumers Engage in "Cleanse" and "Detox" Diets or Intermittent Fasting to Boost Immunity, Mood, Energy, or Overall Health
    • Opportunities to Interest Older Consumers in Functional Beverages
    • Targeting Families with Children
    • "Better-for-You" Trends
      • Clean Label
      • Unrefined Sugar
      • Sugar-Free/No Sugar Added Products and Alternative Sweeteners
      • Low-Carb/High Protein, Keto, and Paleo Diets
      • Vegan/Plant-Based Products Appeals to Those Looking to Eat a Plant-Forward Diet
      • Organic and Non-GMO Products
    • Personalized Nutrition
    • Direct-to Consumer (DTC) Marketing
      • New Companies and Products with Niche Appeal May Choose DTC Channels
      • Subscriptions Save Consumers Money and Boost Sales
      • Private Labels
    • In-Store Purchasing Trends
      • Retail Stores Rely More On Impulse Purchases
      • Private Label Products Are a Driver of Store Traffic and Retailer Loyalty
  • Consumer Demographics
    • Highlights
    • Trends by Gender
      • Table Seeking Out and Willingness to Pay More for Functional Beverages by Gender, 2021 (percent of consumers)
    • Trends by Age Bracket
      • Table Seeking Out and Willingness to Pay More for Functional Beverages by Age Bracket, 2021 (percent of consumers)
    • Patterns Based on Household Income
      • Table Seeking Out and Willingness to Pay More for Functional Beverages by Household Income Bracket, 2021 (percent of consumers)
    • Regional Differences
      • Table Seeking Out and Willingness to Pay More for Functional Beverages by U.S. Region, 2021 (percent of consumers)
    • Urban, Suburban, and Rural Consumers
      • Table Seeking Out and Willingness to Pay More for Functional Beverages by Urban, Suburban, or Rural Living, 2021 (percent of consumers)
    • Educational Attainment
      • Table Seeking Out and Willingness to Pay More for Functional Beverages by Educational Attainment, 2021 (percent of consumers)
    • Presence of Children in the Household
      • Table Seeking Out and Willingness to Pay More for Functional Beverages by Presence of Children in HH, 2021 (percent of consumers)
    • Race/Ethnicity
      • Table Seeking Out and Willingness to Pay More for Functional Beverages by Race/Ethnicity, 2021 (percent of consumers)
    • Plant-Forward Consumers
      • Table Seeking Out and Willingness to Pay More for Functional Beverages by Primary Diet/Eating Philosophy, 2021 (percent of consumers)
    • Online Grocery Shoppers (Food Delivery and Pickup Services)
      • Table Seeking Out and Willingness to Pay More for Functional Beverages by Use of Food Delivery and Pickup Services in the Last 12 Months, 2021 (percent of consumers)
    • Clean Label Dieters
      • Table Seeking Out and Willingness to Pay More for Functional Beverages by Adherence to a Clean Label Diet, 2021 (percent of consumers)
  • Consumer Psychographics
    • Highlights
    • Special Eating Restrictions or Preferences
      • Table Extent to Which Consumers Report Following a Special Diet, 2021 (percent of consumers)
      • Table Special Diets Followed by Consumers, 2021 (percent of consumers)
    • Willingness to Pay More for Food Delivery or Premium Food Characteristics
      • Table Willingness to Pay More for Food, 2021 (percent of consumers)
    • Perceptions About Health and Nutrition
      • Concerns About Health Can Be Addressed by Functional Foods and Beverages
        • Table Health Concerns That Can Be Addressed by Functional Beverages, 2021 (percent of consumers)
      • Alternative Medicine, Vitamins, and Foods Considered Healthier
        • Table Opinions about Healthy Foods and Alternative Medicine, 2021 (percent of consumers)
      • More than Half of Consumers Consider Themselves to Be in Excellent or Very Good Health
      • Beliefs about Sources of Weight Gain
      • Definition of "Healthy Food"
      • Elements of "Healthy Eating Patterns"
      • Most Consumers Are Confident in Their Ability to Choose Healthy Foods
  • Packaging Trends
    • Highlights
    • The Balance Between Effective, Sustainable, and Low-Cost Packaging
    • Protective Packaging Is Important For Product Integrity
    • Retail-Ready Packaging Promotes Stocking Efficiency in Stores
    • Consumer Concerns about Packaging Waste and Sustainability
      • Recycling and Household Waste
        • Table Consumer Opinions on Recycling and Household Waste, 2021 (percent of consumers)
      • Proper Disposal of Products
        • Table Consumer Opinions on Taking Responsibility for Proper Disposal of Products, 2021 (percent of consumers)
      • Opinions on Packaging Materials
        • Table Consumer Opinions on Packaging Materials, 2021 (percent of consumers)
      • Types of Packaging Consumers Look for
        • Table "Do you especially look for any of the following in terms of "sustainability" or "eco-friendly" packaging?", 2021 (percent of consumers)
    • Packaging Types Considered Eco-Friendly by Consumers
      • Table Consumer Thoughts on Recycling and Recyclable Packaging (percent of consumers)