2023 Functional Beverages in the U.S.: Market Essentials

Embracing the future of function. This market report presents Beverage Marketing Corporation’s research on functional beverages to provide insights into the increasingly intertwined world of healthful beverages that offer a specific functional benefit to consumers. In this study, BMC examines trends and issues in this multi-faceted market, covering beverages aiming to aid health, quench thirst and provide specific benefits. The report hones in on new-era wellness beverages, looking at the various segments and types. Market drivers and need states are discussed and data and forecasts are provided. The impact of the coronavirus pandemic on the industry are also discussed.

This market research report looks at protein drinks, probiotics, functional water and other functional beverages, nutrient provision/meal replacement products and more, documenting their historical, current and projected performances.

The Answers You Need

Functional Beverages in the U.S.: Market Essentials provides in-depth market analysis, shedding light on various aspects of the segments through reliable data and discussions of what the numbers really mean. Questions answered include:

• Which segments in the United States have been growing historically and currently, and which have not?
• What percentage of the U.S. beverage market can be classified as belonging to the functional category, and how has this changed in recent years?
• What are the leading companies, and how have they been performing?
• Which segment has the highest growth? Which company has leading market share?
• What are the leading consumer benefit segments of the industry?
• How have functional beverages evolved from legacy categories?
• What are the prospects of the functional beverage category and its segments through 2027?

Report Features

The Functional Beverages report provides an overview of the dozen or so beverage segments deemed to make up the functional beverage category and the market drivers and industry innovation that are likely to lead to expanded functional benefits in the years ahead. Much more than a functional beverages market report per se, this study provides data and analysis of multiple facets of the industry and insight on the trends and consumer need states driving it. Volume, retail dollars, wholesale dollars and per capita consumption statistics are included.

The companies and brands that comprise the burgeoning super-category are vetted, anchoring them in the context of recent changes that have spurred growth. Advertising and demographic data of the sub-segments are documented.

Backed by Beverage Marketing's reliable, all-sales-channel-inclusive data, readers get a thorough understanding of the combined super-category as well as multiple facets of the functional beverages market including:

• Discussion of the need states underpinning demand for such healthy products, as well as examination of target markets and consumer benefit segments round out the research. The report gives greater perspective to its research by illustrating the increasingly strong relationship between functionality in the mainstream beverage marketplace and the consumer drivers that are fueling innovation in the segment. The report also sizes the functional beverage market by consumer benefit segment and tracks growth and share by benefit such as hydration, weight management, etc.
• Key consumer need states are grouped and quantified, providing wholesale dollars, growth and share for Health and Wellness, Hydration, Energy/Rejuvenation and Function Specific products.
• Focus is placed on newer beverage types such as coconut water, energy drinks, kombucha, probiotics, oat milk, meal replacement and protein drinks. In addition, key results from BMC's market research is also provided, with expanded analysis of various sub-categories provided to ensure a fuller understanding of this rapidly changing arena.
• Key segments are quantified, offering volume and wholesale dollars, growth, market share and projections for the broad basket of sub-segments that contribute to this multi-faceted segment including: Sports Drinks, RTD Tea, Energy Drinks, Enhanced Water, Almond Milk, Superpremium Juices, Alkaline Water, Meal Replacement Drinks, Protein Drinks, Oat Milk, Coconut Water, Kombucha, Probiotic, Plant Water, and Other Functional Beverages. Trends and innovative brands within each of the sub-segments are also discussed.
• Leading companies in the segment are tracked, providing volume and wholesale dollar results, growth and market shares for PepsiCo, Coca-Cola, Red Bull, Monster Beverage, Keurig Dr Pepper, Bang, Ferolito, Vultaggio & Sons and GT's Living Foods.
• Key companies Advertising expenditures by segment as well as functional expenditures by media outlet (including internet advertising).
• The Excel presentation shows consumer demographic profiles comparing consumers of key beverage segments.
• Five-year wholesale dollar projections for the market and its sub-segments through 2027.