Are functional drinks the key to a successful Dry January?
The Functional Drinks Collective has published a report in collaboration with KAM Insights on the UK’s attitude to ‘feel-good’ drinks, with 41% saying such beverages would encourage them to visit pubs, bars and restaurants more often.
The survey found 79% of UK adults would be likely to try drinks that can support wellbeing goals such as reducing stress, improving sleep or boosting energy levels.
The figure rose to 91% among those aged between 18 and 34.
Of those surveyed, 89% said they were actively interested in their personal health and wellness, but only 16% felt very confident in understanding the ingredients of functional drinks.
Perhaps most importantly for retailers and hospitality venues, 64% of consumers said they would be willing to pay more for drinks with functional benefits. This figure rose to 86% of those aged between 18 and 34.
In the on-trade specifically, 28% of consumers said they view functional drinks as a ‘legitimate’ alternative to alcohol, while 21% see them as replacements to low- and no-alcohol alternatives.
Compared with standard non-alcoholic drinks, 34% believed functional drinks offer more benefits, while 30% thought them to be healthier, and 21% thought they offer better value for money.
Laura Willoughby, founder of Club Soda, said: “People aren’t just cutting back on alcohol; they’re looking for drinks that do something.
“Functional drinks are fast becoming the go-to for winding down, switching off, or feeling good, and people are drinking them more regularly to feel the benefits.
“For retailers and on-trade venues, this is a category that’s about to boom.
“The Functional Drinks Collective is working together to help consumers and the industry understand this space and make these drinks part of everyday life.”
The top wellness trends discovered by the survey were: better sleep and relaxation (89%), mental wellbeing and stress reduction (55%) and fitness and physical performance (51%).
The survey also tested consumers’ knowledge of ingredients in functional drinks. The most common was cannabidiol (CBD) drinks, with 62% having heard of them and 14% having tried them.
Only 44% had heard of drinks with adaptogens such as ashwagandha, with 13% having tried them. Meanwhile, 40% had heard of drinks with nootropics such as lion’s mane and L-theanine, with 10% having tried them.
The Functional Drinks Collective’s members include Three Spirit, Smiling Wolf, Nekta and Muush.
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