Functional drinks could become a driver for hospitality visits
Around 41% of UK adults would be more likely to visit pubs, bars and restaurants if they offered functional or feel-good drinks, according to new KAM Insights research.
The report, commissioned by Club Soda and the new Functional Drinks Collective, surveyed 1,000 consumers, and showed that 64% are willing to pay more for a drink with functional/mood-enhancing benefits than for a standard non-alcoholic drink.
With 61% of drinkers cutting back on alcohol but still wanting functional benefits, the data highlights a new growth channel for the hospitality sector. Among 18-34s, this rises to 80%, indicating generational demand.
“If venues get interesting functional drinks, they will start to become more accessible to consumers who are not looking to drink alcohol,” Blake Gladman, strategy and insight director of KAM Insights, told delegates at Club Soda’s No, Low & Mid-Strength Summit in London on 21 October.
“For retailers and on-trade venues, this is a category that’s about to boom. The Functional Drinks Collective is working together to help consumers and the industry understand this space and make these drinks part of everyday life.”
by Clare Nicholls