Consumers are turning to functional beverages for cognitive and energy support. Experts highlight how beverages can become the solution of choice for consumers.
According to a recent survey of U.S. nutraceutical consumers by Kyowa Hakko, more than four out of five said that the ability to be energetic and concentrate is important to their quality of life. Over the past six months, many people have expressed a desire to fuel up by purchasing coffee drinks, energy drinks, and dietary supplements.
The hectic lifestyle has fueled the demand for cognition- and energy-focused products. "Increasingly, we are seeing that consumers want to maintain the quality of life they want," the expert noted. For many people, busyness and activity are two qualities they are reluctant to change. So, it's natural for these consumers to look for products that fit their lifestyle, rather than stray from their lifestyle. ”
Experts point to safety, ingredient purity, effectiveness, accessibility, and ready-to-drink (RTD) products as factors that attract consumers. As consumers become more aware of the importance of mental clarity, concentration, and sustained energy, the demand for beverages that support cognition and energy has surged.
Globally, 79% of consumers believe that supporting their mental health has a positive impact on their overall health, while for U.S. consumers, 84% say their mental and emotional health is just as important as physical health, according to experts, citing ADM Outside Voice research.
He noted that consumers typically measure health through mental health, followed by how healthy and active they are.
"Cognitive and energy support is very appealing to health-conscious consumers, as well as those who want to feel active and rejuvenated. At the same time, consumers are interested in convenient products that can provide immediate and much-needed energy support. As a result, more and more consumers are turning to RTD functional beverages, such as RTD tea, energy drinks, energy drinks, sodas, etc. ”
Experts point out that the RTD format is popular in an active and personalized nutrition space where people of all lifestyles are looking for beverages that support a range of health and wellness attributes. Hydration is another trend in beverages, with consumers "seeking products with isotonic properties, electrolytes, and various vitamins and minerals."
"Sports drinks containing electrolytes are in high demand, while energy drinks and pre-workout products containing alanine and L-carnitine appeal to consumers as they believe these drinks are associated with endurance, muscle enhancement and cognitive function. ”
For supplement consumers, clear memory and overall mood are key factors in improving quality of life. According to a recent survey of U.S. supplement consumers by Kyowa Hakko, more than one-third of people reported purchasing supplements specifically for energy in the past year. In addition, a large percentage of people said they bought products to help them focus on work or school during the day (43%), or physical activities such as physical activity (36%). ”
Develop successful solutions
When it comes to supporting cognitive health and energy needs, beverage manufacturers are looking for ingredients that can impact all markets.
Experts explain that more and more modern consumers are scrutinizing the beverages they buy, especially as they look for clean label and natural caffeine sources. Plant-based ingredients can meet these requirements.
"The study found that consumers prefer functional juices/water, carbonated fruit drinks, and sugar-free soft drinks with plant-based ingredients. About 70% of consumers say that the presence of botanicals in beverages makes them feel better for themselves, regardless of whether there are real health claims or not. ”
Experts point out that plant extracts are often included in functional beverage applications because they are considered to have health properties. Guarana, green coffee, yerba mate, and green tea extracts are some of the ingredients that "provide a highly sought-after natural source of caffeine."
"Consumers may associate these botanical extracts with reducing occasional fatigue and improving mental focus, and these ingredients are becoming more prominent in the market. For example, energy drink products may include botanicals, such as guarana and yerba mate, paired with mango and finger lime to provide a refreshing tropical flavor while increasing mental acuity. ”
Other plant extracts also help to meet consumer goals. But fortified beverages that add cognition- and energy-enhancing ingredients also face challenges. Issues such as stability, solubility, flavor, odor, texture, compatibility, regulatory compliance, and cost considerations can impact product quality and consumer acceptance.
Experts warn about the organoleptic problems that can arise when using functional ingredients. Certain plants, vitamins and minerals may develop an inherent off-flavor that can affect the color, viscosity, taste or mouthfeel of beverages. As a result, "manufacturers must achieve the right balance of ingredients to deliver the expected cognitive benefits without compromising taste and wholeness." Consumers may reject products that don't taste or texture well. ”
future
While it is difficult to determine the future of the beverage market, experts predict that cognition and energy will be front and center.
Experts say consumers are concerned that focused and mood-boosting beverages may cause them insomnia. As a result, they're looking for drinks that boost energy and focus without sacrificing sleep time. Consumers are looking for the efficacy of functional beverages, but they are also looking for the safety and purity of the ingredients. ”
Experts also say that consumers are also becoming more cautious about which brand of beverage to buy due to increasing reports of the negative effects of high-sugar, high-caffeine energy drinks.
Experts believe there are "huge growth opportunities" in the cognitive health and energy drinks market. "In fact, research shows that 54% of consumers are currently using or interested in using beverages that contribute to cognitive health/focus," according to The Hartman Group study. In addition, nearly 60% of North American consumers say they plan to improve this area of their lives, and 54% plan to maintain their energy levels over the next 12 months. ”
Experts say beverage brands that offer tailored products to these specific consumer groups will succeed in the next year.
Source: https://www.bevindustry.com/articles/96354-beverage-makers-work-to-provide-cognitive-support-energy
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