By Sean Moloughney, Editor07.01.16
Natural, functional and convenient products that can deliver nutritional benefits without sacrificing taste continue to tap into major trends currently driving the thriving healthy beverage market.
According to recent analysis from market research firm Mintel, nutritional and performance drinks are becoming an increasingly popular meal option due to evolving dietary habits of on-the-go consumers and positive functional attributes.
In fact, with one third (35%) of Americans agreeing that they do not take care of themselves as well as they should because of their busy lifestyle, 39% of consumers use nutritional and performance drinks as a replacement for breakfast, Mintel noted. Additionally, three in five (58%) consumers currently use nutritional and performance drinks as a meal replacement, and 48% consume them as part of a meal, up from just 20% who used nutritional drinks as a meal supplement in 2012.
In addition to seven in 10 (69%) consumers agreeing that nutritional and performance drinks are a more effective source of nutrients, the majority of consumers agreed that they are more convenient (79%) than whole foods (e.g., fruits, nuts and grains). With consumers viewing thei
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