Functional beverages are drinks that provide added health benefits beyond basic hydration. These beverages contain functional ingredients or components like vitamins, minerals, botanicals, or amino acids that help enhance performance or provide health support. They are often marketed for their purported health effects such as managing energy levels, improving digestion, boosting immunity, or providing antioxidants. Common functional beverages include energy drinks, sports drinks, fortified juices, probiotic drinks, and dairy beverages. Advantages of functional beverages include providing an easy and convenient way to improve the nutritional value of the diet, supporting health from the inside out, and offering more choices for active and health-conscious consumers. The growing health awareness among population and busy lifestyle has fuelled the demand for functional beverages globally.
Market key trends:-
One of the key trends witnessed in the functional beverage market is the increasing consumer preference for plant-based functional beverages. Plant-based products are perceived as more natural and sustainable by consumers. Therefore, many companies are focusing on developing functional beverages using ingredients like plant proteins, prebiotics, probiotics, botanical and herbal extracts derived from fruits, vegetables, grains and other plant sources. Another noticeable trend is customized functional beverages according to the individual health needs and goals. Beverage companies are offering specialized products targeted at various consumer groups like, energy and immunity drinks for active adults, brain health drinks for older population, gut health drinks etc. Furthermore, the introduction of functional beverages in innovative portable packaging forms like bottles, cans and pods to match the on-the-go lifestyles is also encouraging the market growth.
- Threat of new entrants: The functional beverage market requires high capital investments for production facilities and distribution networks. Established brands also have strong customer loyalty which create entry barriers for new players.
- Bargaining power of buyers: The bargaining power of buyers is moderate in this market as there are numerous functional beverage brands available. However, buyers have less influence on prices set by large brands.
- Bargaining power of suppliers: Raw materials used in functional beverages such as fruit juices, tea, coffee etc. are commoditized. This allows suppliers to switch between buyers easily.
- Threat of new substitutes: Product innovation is bringing new functional beverages with varied ingredients and health benefits. This increases threat of substitution.
- Competitive rivalry: The market is dominated by few major players. Intense competition exists between them on the basis of brand image, flavor innovations, and marketing initiatives.
The Global Functional Beverage Market Demand is expected to witness high growth, exhibiting CAGR of 8.6% over the forecast period 2023 to 2030, due to increasing health consciousness among consumers. The market size for 2023 is estimated to be US$ 191.54 Bn.
North America dominates the global functional beverage market currently due to rising awareness about benefits of hydration and presence of global brands. Asia Pacific is expected to witness fastest growth owing to growing middle class population and their increasing disposable income in the region.
Key players operating in the functional beverage market are PepsiCo Inc., Red Bull GmbH, The Coca-Cola Company, Danone SA, Monster Beverage Corporation, JAB Holdings Company, General Nutrition Centers Inc., The Hain Celestial Group Inc., Fonterra Co-operative Group, and Amway Corporation. These players are investing heavily in new product launches and strengthening their distribution channels globally.