1、2024INNOVATIVE THIRST:EXPLORING THEFUNCTIONALBEVERAGEREVOLUTIONBased on H1 2024 Data10 million+Conversations5k consumers surveyed perquarterAbout Brightfield GroupBrightfield Groups AI-driven consumer insights and social listening help marketingand innovation teams see the person behind the trend.In

2、formed by predictive AI integrated with survey and social media data,our datahas the answers innovators need to make decisions confidently.Get in Touch!What are Functional Beverages?Defining functional beverages can be tricky.Its a rapidlygrowing segment still carving out its space within thebroader

3、 beverage market.Here at Brightfield Group,weview functional beverages as:Non-alcoholic,ready-to-drink options that go beyondbasic hydration with natural ingredients designed tooffer specific health benefits.Defining Functional BeveragesKey Characteristics:Non-alcoholicReady-to-drink(RTD):Pre-prepar

4、ed drinks for immediateconsumption,requiring no additional preparation.Packaged for on-the-go convenience.Natural Ingredients:Minerals,vitamins,amino acids,dietary fibers(DFs),probiotics,etc.Functional Benefits:Sleep,relaxation,focus,immunity,gut health,energy boost.Ingredient Examples:L-theanine(re

5、laxation)Melatonin(sleep)Chamomile(relaxation)Functional Beverage Categories(Examples):Sleep&Relaxation:Chamomile tea,drinks with L-theanine ormelatoninImmunity:Beverages with added vitamins and minerals likeVitamin C or ZincGut Health:Drinks with probiotics or prebioticsEnergy Boost:Drinks with nat

6、ural caffeine sources(green teaextract)or added B vitaminsPopular Functional Beverage Examples:Vitamin-Enhanced WaterAloe WaterBotanical-Infused SodaCactus WaterKombuchaMatcha Tea(powdered,can be mixed into drinks)Mushroom CoffeePrebiotic SodaWhats Not Included:Alcoholic Beverages(beer,wine,etc.)Smo