Demand Increases for Functional Beverages that Support Mood

The global market for functional beverages that support alertness and enhance relaxation is $521 million, according to a new report from Zenith International. The report analyzed opportunities in five key countries—the United States, Canada, Germany, the United Kingdom and Japan—and estimated sales volumes have tripled since 2007 to 133 million liters in 2010.

“Consumers are now looking for products to help them deal with pressure and to perform effectively without the use of stimulants," said Cecelia Martinez, Zenith market analyst. “Alertness drinks are designed to reduce stress and focus the mind. Relaxation drinks usually contain ingredients solely to assist relaxation and in some cases to aid sleep."

While the concept of this category of functional beverages primarily started in Japan with drinks enhanced with GABA (gamma aminobutyric acid), the market has grown globally, with the majority of innovation now stemming from the United States. There is a broad range of active ingredients used the alertness and relaxation drinks including vitamins, minerals, botanicals, amino acids (L-theanine, in particular) and even hormones (melatonin).

Zenith is projecting an annual growth rate of more than 20 percent for the alertness and relaxation drink market through 2013. The firm’s new report includes more than 25 brand profiles as well as a commentary on consumer positioning and market potential.