PACKAGED BEVERAGES
A Healthy State of Beverages Drinks packed with energy, nutrients and probiotics are resonating with consumers By Renée M. Covino SURE, THE FOUNTAIN OF YOUTH would be nice, but these days, the fountain of wellness is taking precedence. Beverages providing energy, calm, nutrients, vitamins, probiotics and more are playing an increasing role in Americans’ everyday lives.
Consumers are taking a more proactive approach to managing wellbeing with functional nutrition, close-to-nature ingredients, and foods and beverages that signal self-care, according to ADM, an agricultural origination and processing company.
McGillis, principal at Ontario, Canada-based Jackman Reinvents, a customer engagement firm. The firm’s Human Insights Study, released in May 2021, revealed that for 54 percent of consumers, taking care of their physical health has become more important since the start of 2020. Furthermore, taking care of their mental health has become more important to 51 percent of the consumers surveyed. “We’ve seen this increased interest in health and wellness show up in food trends, such as plant-based diets, flexitarian and interest in functional ingredients, so it’s no surprise we’re seeing the same with beverages,” McGillis told Convenience Store News.
“Health and wellness remain at the forefront of the global conversation,” said June Lin, vice president of global marketing, health and wellness at ADM. “The pandemic has transformed how consumers perceive holistic health and wellbeing. It’s impacting how we live and increasing the importance of the foods, beverages and supplements we choose, presenting new opportunities for our industry to meet their needs.”
Immunity Boost
People are increasingly aware of the impact their environment has on their personal health, and this includes what they put into their body. As a result, there’s been a surge in interest in wellness through nutrition, according to Anders
The “food/beverages as medicine” viewpoint is also shared by Sherry Frey, vice president of total wellness at Nielsen IQ. “Beyond the traditional realm of vitamins and supplements to boost immunity, shoppers are opting for beverages that offer immunity-boosting benefits to get their daily dose of protective nourishment,”
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He has observed a shift toward people wanting beverages to “do more” for them. “Those highly engaged in the wellness category are constantly looking for ways to optimize their health and wellbeing, so they view any eating or drinking occasion as a way to do so,” he added.
