While functional drinks are looking to infiltrate the health space, nutritional drinks lead in that scope. Nutritional drinks combine a variety of needs, whether it’s a meal replacement, low-guilt options, or supplemental nutrient intake, while also providing hydration and indulgence. Though maintaining innovative flavors is instrumental in engaging consumers.
Similar to the sports and performance drink category, focusing on expanding confectionery and dessert-based flavors will assist in retaining consumer interest. Taking into account how parents drive engagement, narrowing down messaging toward fathers can help advance interest in flavor trials.
Moreover, consumers who want to avoid high sugar content will be drawn to flavor profiles that imply sweetness. New and emerging flavors that brands can acknowledge include brownie, milkshake, passion fruit, limeade, cherry, and hazelnut. Since nutrition is a main factor when it comes to nutritional and meal replacement drinks, taste will also play a role in beverage selection