Savitha Kruttiventi, Consumer Analyst at GlobalData, comments: “In today’s fast-paced world, consumers are in pursuit of convenient ways to meet their nutritional needs that align with their busy lifestyles. They actively look for quick and on-the-go options. With the evolution of health and wellness, consumers prioritize holistic wellness and seek products that align with their values.”
Paul Savuriar, Senior Business Development Manager, ASEAN, GlobalData, notes: “The increased consumer demand for balance and vitality led to a surge in demand for products that support health and wellbeing. GlobalData’s 2024 Q3 Consumer Survey corroborates this trend, where 70% of respondents in Malaysia stated that their product choices are always or often influenced by how well the product or service impacts their health and wellbeing. Hence, the operators have understood the needs of such consumers and formulated functional beverages that align with consumers’ personal health goals.
“Aligning with this trend, Nestlé Malaysia launched functional fruit drinks under the Goodnes range made with ingredients that specifically aim to improve sleep quality, support eye health, and improve energy levels. The drinks are available in convenient shot bottle and stick formats and are tagged as sugar-free.”
Savuriar continues: “The growing usage of digital wellness tools and understanding of the importance of mindful practices further boosted the health and wellness trend. Furthermore, a shift towards preventive health and growing awareness on physical and mental wellbeing led the consumers to opt for functional beverages that also fit in consumers’ busy lifestyles.”
Kruttiventi concludes: “With the increasing consumer interest in health and convenience, the market for functional beverages is set for an expansion. By focusing on consumer needs for convenience and health benefits, companies can build brand loyalty in the long run.”
