This report explores the functional beverage category and provides insights-going beyond discussing segments, brand performance, and current trends-to grow the consumer base and increase frequency of purchase from current consumers. Specifically, the highlights of analysis in the report include:
- How the consumer education can play an important role in reaching a wide audience - What role women and Baby Boomers play in driving growth in this market - How the consumer trend towards attaining holistic health has positively influenced the market - Which ingredients consumers look for in functional beverages - Under-explored ingredients and functional claims that can bring growth to the market - How the functional beverage pricing strategy has inhibited popular consumer trial and repeat purchase - How the increasing number of functional foods in the market compete with functional beverages - What factors can undermine the functional aspect of beverages, leading to consumer mistrust
