Brightfield Group July 2024: Functional Beverages for Women
This report, which focuses on functional beverages for women, features exclusive content created just for our BevNET Insider audience! Please note that below is a shortened excerpt of the report. View the full version here.
Functional beverages and shots are a growing trend within the functional food market. While 24% of functional food buyers report purchasing these drinks (representing 5% of the total population), our product specific incidence suggests consumption might be significantly higher (around 34%) and on the rise. This discrepancy raises a key question: Do consumers even know they’re drinking a functional beverage? Further fueling this trend is the notable social media growth observed in several beverage categories over the past two years:
- Boba tea : 500% growth
- Cactus water : 135% growth
- Mushroom coffee : 23% growth
- Prebiotic Soda : 11% growth
Women make up 57.4% of those interested in functional beverages/shots – and are a growing segment amongst functional beverage purchasers. Their needs and preferences often differ from men’s, partly due to unique health challenges such as those experienced during perimenopause.
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