Stopping to pick up a cold, refreshing drink is a cornerstone of the convenience store business model. Customers come in looking for a favorite soda or a new drink to try on a very regular basis—according to Technomic’s 2022 Beverage Consumer Trend Report, 40% of consumers purchase four or more beverages per week and 36% purchase two to three beverages per week.
For retailers, the opportunity to harness drink dollars and compete against local restaurants is big—especially if their drink lineup includes versatile, delicious and functional beverages that customers are increasingly on the lookout for.
What are functional beverages?
Consumers consider better-for-you beverages to be full of good nutrients and natural ingredients, according to Technomic’s 2022 Healthy Eating Consumer Trend Report. And when they stop into convenience stores to pick up a drink, consumers are increasingly looking for these types of beverages. Beverages made with real sugar, for instance, instead of high fructose corn syrup, can be a big draw, as can drinks that offer functional benefits or are fortified with vitamins and minerals.
Sunny Sky Products’ Pure Craft Beverages are exactly that. The brand’s reformulated beverage line, which includes lemonades, sodas, teas and sparkling waters, features new functional benefits to meet the growing needs of consumers wanting more functional/enhanced beverages. According to Kerry’s Functional Health Benefits for Every Generation report, 44% of consumers are seeking immune support from their beverages, and Mintel data finds that this is especially the case among younger consumers, with 43% of millennials reporting consuming healthier items more often.
In addition to being made with real sugar, real juice and natural flavors, the Pure Craft Beverage line includes options that are a good source of vitamin C and zinc, which may help support a healthier immune system.
Demographic and daypart demand for better-for-you beverages
Consumer preference for functional beverages varies across demographics as well as across dayparts. For instance, men and women have different demands when looking at added functional benefits and food and beverages—skin support was important to 58% of women vs. 44% of men, while muscle recovery was important to 44% of men vs. 35% of women, according to Kerry’s Functional Forecasting: The Role and Relevance of Health-Enhancing Ingredients in Beverages and Supplements report. But immune support remains the top trait in functional beverages that North American consumers look for, with 53% saying they would drink beverages that contained ingredients specific to immune support.
As for dayparts, cold beverages purchased during lunchtime hours can be a boon to retailers’ bottom line—according to Sunny Sky Products, tea and lemonade are among the most preferred beverages for lunch during the week, and 75% of consumers order a non-alcohol beverage all or most of the time when they get lunch during the week. By adding functional beverages to the lineup, retailers can increase incremental sales—and what’s more, consumers are willing to pay more for them. Kerry’s report found that 86% of consumers stated they were likely to pay a price premium for beverages with added functional benefits.
Answering the call for versatility
Of course, retailers need more than just great taste when choosing new beverages to sell—they also need versatility to encourage all-day sales. Sunny Sky’s Pure Craft Lineup offers that, as well—the beverages can be offered as fountain drinks, bubbler drinks or frozen drinks—perfect for the afternoon snack shopper looking for something a little more fun. With a variety of flavors featuring a caffeine boost, as well as options featuring an energy boost as well as vitamin C and zinc, the Pure Craft line is exactly what retailers need to attract consumers who are looking for drinks that not only taste great, but offer functional and health benefits.
To learn more about Sunny Sky Products’ Pure Craft line of functional beverages, click here.
This post is sponsored by Sunny Sky