Functional beverages are booming. And one of the most interesting sub-segments is ‘mood beverages’. These are up an impressive 42% in dollar growth, according to SPINS data.
When talking about ‘mood’ benefits, these are drinks that help influence mental states: as opposed to the benefits to the body traditionally associated with functional beverages.
So it’s less about calcium and collagen -which have a clear link to bones and skin - but more about ingredients that have a calming, relaxing, or cognitive effect on people’s emotional state.
“I see mood benefits as immediate or near-term mental or emotional effects rather than longer-term physical outcomes,” explained Adam Simpson, drinks expert at product intelligence business Vypr.
“For example, these mood benefits could include calmness, relaxation, reduced stress, mood uplift, increased focus or mental clarity, maybe gentle stimulation.
“That is different to skin, gut health, immunity or protein, where the benefit is more cumulative over time.”
Growth potential
Breaking down the idea of mood beverages further and the most popular idea is around stress-reduction and relaxation.
That’s something that’s seen across the health and wellness sphere, says Suresh Lakshmikanthan, Ph.D., B.Pharm, and chief business officer at botanical healthcare company, Natural Remedies.
“We see consumer demand increase towards proactive relaxation,” he said. “People no longer wait for a breakdown to seek relief; they are incorporating “calm” into their daily routines much like their daily vitamins.
“The consumers are becoming more “Cortisol Conscious”. People are aware of how stress hormones affect their sleep, mood, focus, weight, and skin. Consumers want stress relief that fits into a busy workday or a post-workout ritual.
“That means there is a major move toward functional beverages and “micro-dose” gummies."
Ashwagandha dominates the adaptogen market thanks to its wide range of applications in stress relief, immunity boosting and cognitive health, he said.
Holy Basil Tulsi is an emerging star. And classics like lemon balm, l-theanine and chamomile still have a role to play at the gentler end of the spectrum.
But it’s not just about the ingredients and the functionality. There are now brands that base their whole proposition around the idea of mood. Take, for example, Recess or Trip: CBD pioneers who have now broadened out their focus to mood as a whole.
That extends to their marketing, branding, image and social media presence.
The sky’s the limit
“There’s real scope for growth here because mood links to everyday needs quite naturally now,” said Simpson of Vypr.
“Consumers increasingly want products that help with real-life moments, whether that’s unwinding after work, getting through busy days, sleeping better, focusing, or replacing alcohol without feeling like they’re missing out.”
Alcohol-alternatives are one one particular area where mood drinks can appeal to consumers. Functional ingredients can help take that place of alcohol with their own effect of euphoria or relaxation. Brands like Hiyo and Kin Euphorics are among those pioneering this subcategory.
However, that’s just one area. Simpson sees most potential for drinks that can fit into day-to-day lives.
“The bigger opportunity could be for everyday drinks that are linked to daily routines and help to combat afternoon stress, increase work focus, aid evening wind-down, or create small reset moments,” he said.
“Those occasions offer opportunity for day to day product propositions that could make usage become much more regular.”
