Natural Foods Merchandiser

By the numbers: Flailing functionality

The big functional beverage trend of 2008 seems to have fallen flat, according to reports from Chicago-based market research firm Mintel. An aging consumer base, the recession and fierce competition from enhanced water, energy drinks and cheaper supplements is leaving manufacturers rethinking the way they formulate once-popular functional beverages.

53 Percent of U.S. consumers who purchased a product specifically for its antioxidant content in 2008.

7 out of 10 The number of consumers who agree functional beverages contain too much sugar.

28 Percent of survey respondents who drink functional beverages less frequently due to the recession.

Sources: The Center for Culinary Development, Packaged Facts and Mintel

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