Consumers Want More From Functional Drinks

TIENEN, BelgiumWhen it comes to functional beverages, consumers demand products that provide prolonged and balanced energy as well as mental performance enhancement, according to results of a new market research from BENEO.

The survey was conducted in the United States, United Kingdom and Germany and examined the benefits consumers expect from energy, sports and functional water drinks. More than 1,700 people between ages 14 and 59 were polled from each country.

Only slight differences in priorities are recorded across the beverage sectors in our consumer research, but the message remains clear functional beverages need to deliver new forms of energy and maintain mental performance if they are to prove successful in the long-term," said Dr. Christian Niederauer, Market Research Manager, BENEO.

When consuming energy drinks, all respondents place high importance on prolonged energy" (87% in the U.S., 84% in the U.K. and 81% Germany), with only the U.S. favoring mental performance" more (88% and 87% respectively). Balanced energy" is rated highly by the respondents when consuming functional waters (84% in the U.K., 81% in the U.S. and 76% of Germans). Female respondents in the study feel lacking in energy" the most (47% in the U.S., 43% in the U.K. and 39% in Germany).

Data also shows that the non-cariogenic benefits of drinks score well in all countries. In particular, 76% of U.S. respondents favor tooth-friendly sports drinks, compared to 78% of Germans and 86% of U.K. participants prefer functional waters to deliver their tooth-friendly benefits.

Sports drinks are the most popular category in the United States, with 30% of respondents frequently consuming them each month, compared to 18% for energy drinks and 20% for functional waters.

Thirty-one percent of Germans prefer functional waters compared to energy drinks (23%) and sports drinks (24%). More than 36% of U.K. respondents consume an energy drink compared sports drinks (31%) and functional waters (16%).

The research results in Germany, the U.K. and the U.S. confirm our belief that consumers are continuing to seek out new ways of boosting their energy and performance in the functional beverages category. We are in a good place to maximize new product development opportunities for functional beverages with our next generation carbohydrate, Palatinose," Niederauer said.