2024美国功能性饮料市场的动态演变与创新趋势报告

2024 Based on H1 2024 Data About Brightfield Group Brightfield Group’s AI-driven consumer insights and social listening help marketingand innovation teams see the person behind the trend. Informed by predictive AI integrated withsurveyandsocial mediadata, our datahas the answers innovators need to make decisions confidently. Get in Touch! Defining Functional Beverages What are Functional Beverages? Functional Beverage Categories (Examples): Defining functional beverages can be tricky. It's a rapidlygrowing segment still carving out its space within thebroader beverage market. Here at Brightfield Group, weview functional beverages as: Sleep & Relaxation: Chamomile tea, drinks with L-theanine ormelatoninImmunity: Beverages with added vitamins and minerals likeVitamin C or ZincGut Health: Drinks with probiotics or prebioticsEnergy Boost: Drinks with natural caffeine sources (green teaextract) or added B vitamins Non-alcoholic, ready-to-drink options that go beyondbasic hydration with natural ingredients designed tooffer specific health benefits. Popular Functional Beverage Examples: Vitamin-Enhanced WaterAloe WaterBotanical-Infused SodaCactus WaterKombuchaMatcha Tea (powdered, can be mixed into drinks)Mushroom CoffeePrebiotic Soda Key Characteristics: Non-alcoholicReady-to-drink (RTD): Pre-prepared drinks for immediateconsumption, requiring no additional preparation. Packaged for on-the-go convenience.Natural Ingredients: Minerals, vitamins, amino acids, dietary fibers(DFs), probiotics, etc.Functional Benefits: Sleep, relaxation, focus, immunity, gut health,energy boost. What's Not Included: Alcoholic Beverages (beer, wine, etc.)Smoothies (generally require blending)Flavored Water without Functional Benefits (basic hydration)Milk Alternatives (almond milk, oat milk) Ingredient Examples: L-theanine (relaxation)Melatonin (sleep)Chamomile (relaxation) Functional Beverages Report Preview HYDRATION FIXATION FUNCTIONAL MUSHROOMS SUGAR FREE MOVEMENT Discover the rising trend of functional mushroomslike Lion’s Mane, Reishi, and Cordyceps, known fortheir benefits in brain health, relaxation, andoverall wellness. Explore the diverse hydration options gainingpopularity, including electrolyte water and cactuswater, which emphasize natural ingredients andeco-friendly packaging. Examine the shift towards sugar-free andglucose-monitoring solutions driven by growingconcerns over obesity and diabetes, highlightinglow-sugar and no-sugar-added beverage options. HEMP DERIVED THC SHIFTS AWAY FROM ALCOHOL KAVA Investigate the increasing consumer interest innon-alcoholic alternatives, including NA beers,spirits, and mocktails, driven by health-consciousyounger generations. Analyze the growth of hemp-derived THCbeverages, focusing on their legal status, ease ofaccess, and appeal as milder, more acceptablepublic consumption options. Understand the emerging popularity of kavabeverages, known for their stress-relief properties,and the challenges in mainstream acceptancedue to regulatory and health concerns. HYDRATION FIXATION Americans are very thirsty.... August 2023 In 2020 the New York Times proclaimed,“Everyone’s resolution is to drink morewater,” viewing hydration as a health andwellness panacea. 69% Growth of social posts with hashtag #StayHydratedin the past 2 years Brightfield Group; Wellness Social Listening; July 2024 About 4 in 10 Focused on Hydration 2023: Water Bottle Brawls &Obsessively Collecting 2011: Must-Have Water Bottles Trend GainsSteam According to the WGSN archives, must-have waterbottles first appeared on their radar around 2011. Shecredits a company called Bobble with helping toreally put reusable water bottles on the map. The Stanley Quencher Phenomenon Beverages to keep your eye on: Electrolyte Water Electrolyte Purchasers A.I. Generated Summary of Recent Cactus Water Posts Hydrationsaw an uptick with67.1% of consumers indicating it asa need state, far above the 37.7%figure in the general population.“Low sugar"is the most significantnutritional claim for 45.6% ofconsumers, up from 36.4% in thegeneral population. US social media users highlight the significant benefits ofelectrolyte water in various scenarios, emphasizing itseffectiveness in combating dehydration, especially duringphysical activities, hot weather, illness, and pregnancy. It ispraised for enhancing brain function, reducing sugarcravings, and supporting overall health. Users preferhomemade electrolyte solutions or brands like LMNT withoutartificial additives. Eco-friendly and functional packaging isappreciated. Hydration routines incorporating electrolytewater are popular for better energy, mood, and physicalperformance. Beverages to keep your eye on: Cactus Water A.I. Generated Summary of Recent Cactus Water Posts Female consumers are now themajority, making up64.2% of themarket, asubstantial increasefrom43.7% in the previous quarter,highlighting the biggest change inany demographic value.High-i