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Kerry Releases Consumer Beverage Research

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New consumer research carried out by Kerry dives into the the functional beverage market.

Kerry examined the key health priorities for consumers that will drive the functional beverage market. 

Related: Kerry Partners with World Food Program

The whitepaper, Understanding Consumer Drivers in Beverages, examined 2,662 beverage consumers across the United Kingdom, Germany, Poland and Spain, surveyed as part of the research.

The functional beverage market is projected to grow at a CAGR of over 6.0% through to 2025 as more consumers reach for beverages with added benefits. These added benefits are important as 65% of functional beverage consumers are more worried about their health since the start of the COVID-19 pandemic.

When asked about the health concerns that have become more important since the emergence of COVID-19, 59% of respondents cited immunity while 50% said mental health is now a priority.

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The research has also indicated that consumers prefer beverages with natural ingredients.  However, there is a high level of acceptance for fortification with 39% Europeans now placing more importance on fortification when it comes to their health. 

The research also found that just over half of all Europeans attach equal importance to taste and delivery of the benefit.

Breda Kelly, Kerry’s nutritional beverage lead for Europe and Russia, said, “We believe that the functional beverage category will gain traction as lifestyle consumers tune into an expected surge in new product launches with many targeting more holistic attitudes towards health, diet and lifestyle.

Our consumer research shows that there is a growing demand for products that address a broad spectrum of health concerns, but in particular, immunity and mental health support. While immune health is top of mind at the moment and is the most important health concern since the onset of the pandemic, younger age groups are worried about body-mind wellness and their mental health, meaning that there is an opportunity to create products to address these concerns.”

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