Many consumers are now actively looking to improve their overall health. People are now starting to understand that all aspects of health are interlinked and therefore taking a holistic health approach to their diets. They are doing this in many ways, which has led to a rise in people looking for more beneficial drinks which can offer functional benefits. So, how are people in the USA consuming functional beverages and what new innovations are they looking for?
Functional juices and waters are now being consumed more by the everyday person. In 2017, 14% of consumers had a functional juices and waters on a weekly basis. This has now risen to 18% in 2019. Of these consumers in 2019, FMCG Gurus research shows that 35% of consumers are drinking functional juices/water more than they use to in the last 6 months. The rise in consumers drinking more functional drinks is because they are actively looking for products that offer more health benefits. This is seen as 70% of consumers associate these drinks with being healthier for them. One of the main health areas consumers in the USA are looking to improve is digestive health with 84% having looked at functional drinks to help improve digestive health.