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Much of the healthy drinks market saw extended growth since the start of the COVID-19 pandemic as a result of growing consumer interest in health and immunity. Consumers are now prioritizing condition-specific benefits in their beverages, and general wellness and hydration claims may no longer be enough to lure them.
Post-pandemic, the market is likely to embrace a more diverse array of functions. And, as consumers get back to their regular routines, product convenience will once again become paramount. Here are some of the emerging trends shaping the market.
Immunity-supporting beverages are especially booming. Market researchers have witnessed a meteoric rise of immune-health beverages, while survey data gathered this year by ingredient supplier Glanbia Nutritionals showed that 46% of consumers are interested in beverages naturally high in immune-health ingredients. Meanwhile, 30% are seeking beverages fortified with such ingredients.
Research and Markets offers more information on this topic:
