With the expansive real-life and digital distractions present in consumers’ lives, mental acuity and physical stamina can be vital assets when trying to achieve a productive and balanced lifestyle. However, day planners, alerts or even assistants only can offer so much aid. To fuel their minds and bodies, more consumers are turning to function-based consumer packaged goods to achieve their goals.
“There is great growth opportunity within the functional beverage market as a number of different groups are actively seeking out cognitive health and energy benefits,” says Matt Phillips, vice president of business development for Bioriginal Food & Science Corp., Saskatoon, Canada. “Year after year, this category shows promise. Up until now, it has been the niche domain of biohackers, Silicon Valley types, MBA candidates and professional gamers. But with increased consumer interest in products that contribute to overall health and wellness, 2018 is looking to be a breakthrough year for crossing over into the mainstream.”