BENEO consumer research highlights most popular health benefits in Spanish functional drinks
BENEO consumer research highlights most popular health benefits in Spanish functional drinks
Consumer research from BENEO has shown that there are three key health benefits that Spanish consumers look for when buying functional drinks. As the third largest market of functional drinks in
The qualitative research by BENEO allowed for time to be spent asking Spanish consumers what health benefits they found most appealing in functional drinks. Energy, wellness and sports drink (both for serious and casual athletes) users were covered within four focus groups and Dr. Christian Niederauer, Market Research Manager, BENEO-Palatinit was able to conclude: “Although the focus groups were held at a variety of times and with different target groups, the feedback was unanimous - mental alertness as well as prolonged and balanced energy were the benefits most required from Spanish consumers’ functional drinks.”
Through discussion, it became obvious that Spanish consumers choose energy drinks primarily to increase mental alertness and they are particularly drunk as a ‘going-out’ drink, often combined with alcohol. As would be expected, sports drinks are used for replenishment of energy lost during exercise. A key factor in the choice of product is its taste and whether it delivers a constant energy level, rather than a ‘boost and crash effect’.
BENEO’s functional carbohydrate Palatinose™ (isomaltulose) was covered during the research process; Dr. Christian Niederauer commented: “We received very positive results regarding the appeal and understanding of the characteristics demonstrated by Palatinose™. However, the fact that one single ingredient combines all of the desired benefits required of a functional beverage, naturally gives a too-good-to-be-true impression.”
Against the background that credibility was high on the list of concerns, the question of scientific substantiation was considered highly important to the majority of respondents. Interestingly, once consumers could see the credentials and benefits of Palatinose™, they were prepared to pay higher prices for any product containing it.
This latest consumer research from BENEO is just another example of the company’s commitment to invest in consumer research to best support existing and potential partners. The results of the Spanish research show that there is potential to create and market exciting products, as long as consumers understand, trust and want the added value messaging being communicated.
The commercial opportunity BENEO’s consumer research represents is reinforced still further by a recent report from Euromonitor[2] on the Spanish soft drinks sector, which shows that: “The trend towards healthy products will continue, with those brands which manage the balance between health and pleasure performing better than the rest. Consumers are looking for guilt-free products, capable of delivering a pleasurable experience, but at the same time delivering benefits and added value linked with health.”
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Note to Editors:
The BENEO product portfolio consists of functional ingredients with nutritional and technical advantages, derived from chicory roots, beet sugar and rice. BENEO is the ideal partner to help improve the health (weight management, energy for mental & physical performance, digestive, bone and dental health), taste, texture and nutritional value (fat and sugar replacement/fibre enrichment) of a product. Through a unique chain of expertise, including the BENEO-Institute, BENEO actively supports (industry partners in) the development of more balanced and healthy food products.
BENEO is a division of the Südzucker Group and employs almost 900 people and has production units in
For further press information, please contact:
Catherine Hamou, Beth Milsom or Jo Kent at Publicasity
Tel: +44 1442 261199
Email: BENEO@publicasity.co.uk
For further information please contact:
Inga Mönch, PR-Manager
Tel: +49 621 421 179
Email: inga.moench@beneo.com
[1] Euromonitor, ‘Soft Drinks’ 2010
[2] Euromonitor, ‘Soft Drinks in