3/6/2023 0 Comments Zen bound demoEven so, smaller entrepreneurial brands are actively angling to get a foothold. It’s no surprise that major consumer packaged goods leaders such as PepsiCo are experimenting in the functional beverage category. Exploration in this category has made room for market opportunities for new products. During the pandemic, 44% of global consumers say they have sought out functional food and beverages more frequently (FMCG Gurus). In conjunction, it’s important to note that consumers now are considering health goals and incorporating certain “need states” into beverage purchase considerations. For its part, Grandview Research values the global nootropics market at $9.57 billion and expects that market to grow at a CAGR of 15.0% from 2021 to 2028. Market observers point to greater widespread interest in nootropics, adaptogens, and electrolytes. Not surprisingly, growing consumer awareness literally translates to dollars and cents. This translated to fortification and adding ingredients or conversely, removing some maligned ingredients. ![]() In 2021, brands paid attention to the movement towards healthier habits. When consumers are finding products on shelf, their two primary purchase motivators can be termed as “Good for You” (GFY) and/or “Good for the Planet” (GFP). As of January 2, 2022, market tracker IRI reported beverage shortages in U.S. As might be expected, this is forcing consumers to adapt. Meanwhile, continued labor and supply chain shortages also are affecting the availability of certain ingredients and products at grocery stores, restaurants, and bars. Functional beverages deliver the nutritional benefits that consumers are looking for and the North American functional beverage market is expected to grow at a CAGR of 7.02% from 2021-2026 (Mordor Intelligence). Pardon the play on words but it’s a quite a fluid market. And to keep up with ever-changing global health protocols and guidelines, consumers have incorporated more healthy habits that might now become true behavior patterns. Just consider that many have had to become their own bartenders and baristas while hunkered down at home. It’s fair to say that consumers have altered routines, traditions, and social lives during two years of pandemic living. ![]() ![]() Officials say they spent three years developing a supply chain able to produce packaging made from certified ocean-bound plastic. Thirsty for change? Zen Beverage LLC, Irvine, Calif., debuted in 2020. Each external box is made with recycled corrugate and is 100% recyclable, while the inside uses 80% less plastic than eight one-liter bottles by volume. New Essentia Water 2 Gallon Box delivers ionized alkaline water in large format. Varieties include Cucumber Melon Mojito, Blackerry Hibiscus Bellini, Cranberry Cosmo and a Blood Orange Elderflower Mimosa PHOTO COURTESY OF: Alani NutritionĬan you say convenience? After debuting in bottles, Mingle Mocktails added single-serve cans last year. This January saw the brand extend that line with a Berry Pop flavor co-created with TikTok personality Addison Rae. ![]() PHOTO COURTESY OF: REBBL Inc.Īlani Nutitrion, Louisville, Ky., launched Alani Nu energy drinks in 2020 with both adaptogens (ginseng) and nootropics (L-theanine). Officials note new Stacked Coffee comes in sustainable 100% recycled and recyclable plastic bottles. It also features oat milk, Reishi, Lion's Mane mushrooms, and MCTs. REBBL says new REBBL Stacked Coffee provides “balanced energy and focus, immunity support, and decadent taste.” Offerings combine caffeine with green tea's nootropic L-Theanine. To keep up with ever-changing global health protocols and guidelines, consumers have incorporated more healthy habits that might now become true behavior patternsįlavor + Function. Thirsty Consumers Reach for What’s Good for People and Planet
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