Study shows consumers prefer natural ingredients in sports, energy and wellness drinks

Following qualitative research into sports, energy and wellness drinks, BENEO-Palatinit, manufacturer of functional carbohydrates, has shown that the next generation sugar, Palatinose, is well placed in the beverage market to meet growing trends.

The research, which was conducted amongst 158 participants in the US, UK and Germany, from December 2008 was undertaken to gain a better understanding of the emotional and psychological profiles and preferences of consumers in relation to energy, sports and wellness drinks at present.

Claudia Meissner, head of marketing at BENEO-Palatinit, comments: “Whilst the importance placed on taste and physiological benefits in drinks varies from country to country, we found a common trend across borders in that consumers are more interested in naturally-derived ingredients with nutritional benefits.”

The results showed consumers liked the fact that the functional carbohydrate Palatinose is a source of ‘prolonged, sustained and balanced’ energy in the form of glucose.

They were also interested to learn of its other advantages such as it being naturally derived from beet sugar, less sweet than sugar, kind to teeth and has a low-glycaemic (GI 32) effect.

Energy drinks

When it came to the energy drinks category, the research participants said they experience a ‘crash’ after consuming today’s energy drinks, which is viewed as a ‘necessary evil’ of getting the boost they need.

The group expressed a desire for healthier and a more balanced energy release.

The German consumers said the ingredients in energy drinks were “too artificial and unhealthy”.

Sports drinks

Respondents in the focus groups cited their use of sports drinks such as Gatorade, Isostar and Powerade is to hydrate as well as replace energy.

Prolonged or sustained energy was specific requirement from a sports drink, ranking higher than any other benefit.

However, German respondents in particular viewed tooth-friendly properties as an innovative and relevant added advantage.

The sports drinks category generated a wide range of feedback and showed some highly country-specific trends.

Taste is a key factor in Germany when it comes to sports drinks - they need to taste good, but not be too sweet.

In comparison, consumers from the UK and the US rated taste of little importance, whereas, the natural identity of the drink is highly attractive to UK and US purchasers, because they believe some ingredients can be too artificial.

As nutritional rejuvenation is the main use of sports drinks, energy supply was examined in particular: in the UK and Germany, balanced energy with no sudden blood-sugar drops, was seen as a real benefit, whereas prolonged energy was a requirement amongst US sportspeople.

Wellness drinks

Where participants cited definitive needs from the consumption of sports and energy drinks, the wellness drinks category evoked more emotional requirements.

Many respondents described the importance for wellness drinks to be relaxing and cleansing while also being able to provide a feeling of strength inside and out, as well as aiding a clear mind for clear thoughts.

A common theme among the different countries was that participants consume wellness drinks for hydration, replacing bottled water, which they find is lacking in flavour.

The majority felt that they are a better alternative to beverages such as soda because of their so-called health benefits.

The perceived ‘natural’ quality attached to wellness drinks appeals to consumers and drinks containing Palatinose benefit from being naturally derived from beet sugar.