CONSUMABLES: BEVERAGES
Thirsty for More
Today’s consumers seek beverages with health benefits that go beyond simple hydration By Kathie Canning
Most U.S. consumers understand the importance of hydration. In fact, 60% of them specifically seek out nonalcoholic beverages as a way to stay hydrated, according to “Trending Flavors and Ingredients in Non-Alcoholic Beverages, US,” a 2022 report from global market research firm Mintel. But these days, many of those consumers also want a little something extra in the name of health and wellness. The trend toward better-for-you beverages is not new, noted Gary Hemphill, managing director of research for Beverage Marketing Corp. It has accelerated in recent years, however, with the COVID19 pandemic being a likely push. “We’re seeing great emphasis on both wellness and functional benefits with new refreshment beverages coming to the market,” Hemphill said. “In addition, we’re seeing more category blurring.”
Functional Boasts Appeal Lynleigh Kersting, senior manager, retail channel strategy and commercialization for Atlanta-based
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“We’re seeing great emphasis on both wellness and functional benefits with new refreshment beverages coming to the market.” — Gary Hemphill, managing director of research, Beverage Marketing Corp.
Coca-Cola North America, said 71% of shoppers admit that the pandemic spurred them to “rethink their priorities,” citing “Impact of COVID-19 One Year Later,” a 2021 Mintel report. Better physical and mental health are among their top three desires. Prioritizing overall health and wellness, drug store shoppers now want functional enhancements and beverages that promise restorative properties and better hydration, Kersting noted. “Drug stores are doubling down on the investment in these beverages,” she added. On the functional front, there now are many greattasting, cool-looking ready-to-drink beverages with adaptogens (herbs or mushrooms that help the body respond to stress, anxiety and fatigue) and nootropics (compounds that enhance cognitive functions), noted Gui Jaroschy, co-founder of Unfiltered Hospitality, a consulting and brand development company based in Miami, Fla. He pointed to Parch and Kin as two popular functional brands that were designed as alternatives to alcoholic beverages.
November 2022 DRUGSTORENEWS.COM
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10/25/22 4:09 PM