The research found that immune support is still the highest health priority for consumers and is a particular focus not only in the US and UK, but also across developing markets including Guatemala, Brazil, South Africa, the Philippines and India.

A total of 53% of global consumers are interested in beverages containing ingredients specific for immune support but want to see science-backed ingredients, citing vitamin blends, omega-3 fatty acids and probiotics as the top ingredients on their radar. Although the overall taste experience is vital, the primary focus of consumers is on the nutritional impact of these products and the quality of ingredients used in them.

Need states differ by age and life stage, implying a need for customized and personalized solutions, with the research indicating a holistic need to improve inner and outer wellness. Consumers are also more proactive and have come to understand the link between long-term health and nutrition and achieving their beauty goals. A desire to address weight management, heart health, muscle recovery, energy, endurance and bone health all point to a desire for all-round wellness.

 A preference for beverages supporting skin and hair beauty was more pronounced in several developing markets (such as the Philippines, South Africa, Indonesia, India, Poland, Brazil, Colombia and Guatemala) and continues to be a priority in leading markets including the US and UK. New product launches containing collagen have risen by 19% over the past four years and products containing biotin have risen by 14% during the same period (Innova, 2022).

Meanwhile, products geared towards sports performance, muscle recovery and endurance are also no longer the preserve of athletes; they are high on the agendas of many thousands of “weekend warriors” who are keen to lead a healthy and active lifestyle.

Potential for innovation

With the global functional beverage market predicted to grow at 10.49% annually, reaching nearly $200 billion by 2026 (Food Institute 2021), there is ample opportunity to innovate in this space.

Commenting on the findings, Soumya Nair, Global Director of Consumer Research and Insights at Kerry said: “A significant opportunity exists in the functional and fortified space, with the conventional line between supplements and beverages blurring. According to our research, a total of 86% of consumers stated they would pay a premium for food and beverages with added functional benefits. 

 “Consumers today have compounding need states. While their top priority need states remained consistent over the years, there is growing focus on balance - balancing beauty with digestive support, immunity with sports performance, as consumers seek their personalized idea functional and fortified solution. To win in this space, manufacturers need to create products that support top concerns such as immune, digestive, cognitive, joint and heart health, and include science-backed functional ingredients to increase credibility. Kerry can transform your idea into a market leading functional beverage or supplement, with a toolbox of solutions and ingredients from botanical extracts to science-backed ingredients like Wellmune and BC30™ to help your brand innovate across a broad number of consumer need states.”