Interest in Mind/Body Health Drives EMEA Functional Beverage Preference

The Rise of Mind/Body Drinks in Europe

Strong growth in Europe’s functional beverage market is creating new opportunities for beverage companies. While the primary drivers of functional beverage purchases continue to include energy, hydration, taste, and workout support, new growth areas are emerging. 

One important trend is functional beverages that support the mind and body for total wellness. As consumers seek out ways to reduce stress and bolster health during the COVID-19 pandemic, mind/body beverages can offer the support they need.

Functional Claims and Positioning of European Mind/Body Drinks

Functional products with brain health positioning are nothing new. These products may target areas such as memory, learning, focus, or alertness.  Now, functional beverages for brain health are expanding to encompass mental wellbeing, along with messaging that emphasizes total wellness.

Mind/body drinks launched in Europe are including ingredients associated with:

• Brain and nervous system support
• Increased concentration
• Increased energy
• Sleep support
• Stress reduction
• Immune system support
• Anti-aging

Whereas functional beverages for brain health might feature one promising ingredient associated with optimising brain function, these mind/body beverages often rely on a blend of functional ingredients. Some of these ingredients may be described as strengthening the body at the cellular level which, in turn, can impact multiple bodily systems. The messaging makes it clear that mental and physical wellbeing are interconnected.

Providing Mind/Body Benefits for UK Consumers

The opportunity to introduce functional beverage with mind-body benefits is illustrated in consumer interest and use of supplements for those benefits. In a recent Glanbia Nutritionals’ consumer research study in the UK, results show that most consumers recognize the importance of balancing mental and physical wellbeing. 52% of UK consumers strongly agree that mental wellbeing is just as important as physical wellbeing, with only 5% of consumers disagreeing with the statement.¹
 

This makes sense considering the number of U.K. consumers who indicated their use of supplements to support brain and mental health. According to the same Glanbia Nutritionals consumers study, over 1 in 5 UK consumers take a vitamin or mineral supplement for brain/cognitive health and 27% of consumers take a VMS for mental health. Additionally, many UK consumers are feeling the impact of the COVID-19 pandemic and are seeking stress relief. Nearly 38% of UK consumers indicated COVID-19 increased their stress/anxiety and they are currently taking action against it. The addition of functional mind/body ingredients to beverages to address consumer interest in the European market remains a largely untapped opportunity.¹

Functional Ingredients to Meet Consumer Trends

It seems the time is right in the European market for functional products that can support consumers’ mind-body health needs. Glanbia Nutritionals offers a variety of ingredients to support in-demand functional benefits for today’s functional beverage markets—from amino acids to fatty acids to vitamins and minerals—as well as custom premix options.

For the right mind/body ingredients or custom premix to address your consumers' needs, contact Glanbia Nutritionals today.

References

1. Glanbia Nutritionals. Proprietary Active Lifestyle Consumer Study - UK, September 2020. Base: 171 U.K. consumers.