Wonder

Adaptogenic and Functional Beverage Consumer Journey

Delivered June 25, 2020. Contributor: ChristineD

Goals

Obtain insights on the user journey associated with buying adaptogenic and functional beverages. Determine the key points in each stage with regard to what consumers care about, from brand awareness, consideration, conversion, and keeping them loyal. The information will be used to create content concepts and understand the intended audience.

Early Findings

Adaptogenic and Functional Beverage Consumer Journey
 Adaptogenic products have been increasing in popularity in the last 10 to 15 years.
This segment experienced a major boom in the last five years as various manufacturers released adaptogenic products that are formulated and promoted for mainstream consumers instead of catering only to herbal enthusiasts.
Adaptogenic product consumers typically buy these products after being convinced by social media personalities or influencers.
Nowadays, consumers are questioning more the ingredients found on these products such as origin and quality.
Consumers now want more transparency, higher quality, and sustainability for these products.
Consumers are also opting for more locally-sourced ingredients for adaptogenic products.
They are also going for functional beverages as they opt for food that can make them healthier.
 
U.S. consumers are typically amenable to try products in beverage format from beverage brands that they trust.
 
Consumers usually discover adaptogenic and functional beverages as they continue to seek natural energy products.
 
However, consumers that are aware and willing to try adaptogenic products are usually only limited to those who are familiar with the term. These consumers are not the average health and wellness enthusiasts. They include a diverse mix of demographics such as athletes, seniors who are over 70 years old, and others who are generally dissatisfied with the performance of regular pharmaceutical products.


Proprietary Database Search Results
In addition to this public search, we scanned our proprietary research database of over 1 million sources and were unable to find any specific research reports that address your goals. 

Summary of Findings
Our one hour of research provided some insights into the user journey of adaptogenic and functional beverage consumers and adaptogenic products in general.
As the user journey for adaptogenic products in general also applies to beverages, we also propose extending the research to adaptogenic or functional products in general.
As there was no geographic focus provided to us, we are assuming a US focus. If a more broad approach is desired, for example, a global focus, this would have to be clearly communicated to us in any reply. 

Proposed next steps:

You need to be the project owner to select a next step.