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Research Outline
Prepared for Amanda K. | Delivered June 22, 2020
Functional Beverages - Consumers
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Goals
To understand the audience for health and medicinal beverages, specifically the age groups of this individuals and other insights on who they are, as well as, how they shop.
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Early Findings
According to NPD, younger adults, specifically those between ages 18 to 24 are
45% more likely t
o express an interest in beverages and foods that have benefits like promoting brain health, than other demographics.
Based on a different study,
m
i
l
l
e
n
n
i
a
l
s
are driving the demand for functional beverages and foods as roughly 70% of these individuals seek out immediate
i
m
p
a
c
t
f
u
l
benefits from what they consume.
These individuals are the "
biggest
buyers of fortified foods, including
p
r
e
b
i
o
t
i
c
s
and
p
r
o
b
i
o
t
i
c
s
."
These
consumers
aren't just interested in functional beverages as a whole, they are actively seeking out beverages with immune health benefits.
They are demanding more when it comes to functional beverages. They want a wide range of flavors and different forms of beverages.
T
h
e
y
are also opting for all-natural and plant-based
functional
beverages.
SUMMARY
Within our initial hour of research, we found that healthy and medicinal beverages are known as functional beverages
-
part of the
n
u
t
r
a
c
e
u
t
i
c
a
l
industry.
Other than the fact that medicinal beverages are mainly consumed by
m
i
l
l
e
n
n
i
a
l
s
, there was little to no information on demographic categories like the gender, average income, and ethnicity of people who consume functional beverages.
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