RESEARCH CLAIMS BEVERAGE CONSUMERS INCREASINGLY HEALTH-CONSCIOUS
New research from Kerry Foods has revealed that 65% of functional beverage consumers are more worried about their health since the start of the COVID-19 pandemic.
A whitepaper, released by Kerry, Understanding Consumer Drivers in Beverages, has examined the key health priorities that will drive the functional beverage market.
A total of 2,662 beverage consumers across the UK, Germany, Poland and Spain were surveyed as part of the research. When asked about the health concerns that have become more important since the emergence of COVID-19, 59% of respondents cited immunity, while 50% said mental health is now a priority.
The research has also indicated that consumers prefer beverages with natural ingredients, however there is a high level of acceptance for fortification, with 39% of Europeans now placing more importance on fortification when it comes to their health.
Breda Kelly, Kerry’s Nutritional Beverage Lead for Europe and Russia, says: “We believe that the functional beverage category will gain traction as lifestyle consumers tune into an expected surge in new product launches, with many targeting more holistic attitudes towards health, diet and lifestyle.”
“Brands will need to communicate the key benefits of the products while also delivering on taste and texture.”