According to the Hartman Group’s Modern Beverage Culture 2018 report, 65 percent of consumers says that the meaning of health and wellness is “feeling good about myself.” More than four in 10 (44 percent) consumers say that it is important “that my beverages do something for me,” like provide energy, nutrients or other benefits. Another key benefit of performance that consumers are seeking is energy. The report found that while 59 percent of consumers say “having enough energy for an active lifestyle” is important to meeting their wellness aspirations and goals, 29 percent of consumers view their energy levels as urgently needing improvement.
Lightbulb Moment: Beverage can be pigeonholed by specific benefits instead of looked at as a more holistic approach to how it affects consumers. The battle is calories. But if seen as a snack or meal or snack complement you could have a win-win. Self-care is not a privilege and is expected now.