The wellness trinity of focus, mood and energy present a golden opportunity for the functional beverages industry – and the three are increasingly being viewed as interwoven.
“Consumers are beginning to see these needs as interconnected rather than as three completely separate health areas,” explains Ingrid Damen, Business Development Director, Beverages at dsm-firmenich.
Mintel research this year found that 69% of US energy drink consumers find the idea of energy drinks as mood boosters extremely or very motivating.
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