Functional beverages are a major market opportunity for brain and immune health, Kyowa Hakko says

Photo from Kyowa Hakko

Functional beverages are a highly promising avenue in the brain and immune health markets, says ingredient supplier Kyowa Hakko (New York City). The company is basing its takeaway on two recently conducted proprietary consumer surveys showing that consumers value products that support brain and immune health.

The first survey on immune health, conducted in 503 U.S. consumers, found that 40% of respondents reported taking supplements to support their immune health in the past year, and that of those, more than 75% take supplements for long-term immune support. These results were published in Kyowa Hakko’s new white paper, “Exploring the Evolving Consumer Attitudes About Immunity Support.”

The company also conducted a brain health–focused consumer survey on 501 U.S. supplement consumers. In the survey, 4 out of 5 respondents said they prioritize mental focus, mental energy, and the ability to concentrate. The company shared this result in its white paper, “New Survey Reveals What’s Driving Consumers to Energy Drinks and Supplements.”

According to the company, functional beverages are a growing opportunity for these two health categories. “Our surveys are telling us that beverages are a major white space for product development as consumers look for more opportunities to get functional ingredients into their bodies through their diets,” said Karen Todd, MBA, RD, vice president of global brand marketing for Kyowa Hakko USA Inc., in a press release.

Todd pointed to Kyowa Hakko’s Immuse postbiotic and Cognizin citicoline nootropic as good active ingredients for immune health and brain health beverages, respectively. The company also conducted a study with Ipsos on 3,016 respondents which found that consumers highly value trademarked ingredients linked with clinical studies, as Immuse and Cognizin are. Kyowa Hakko said survey data also showed that nearly one-third of supplement consumers “said they feel underserved and unsatisfied with the current market for both immune- and cognitive-boosting drinks.”