Recent paper presented by Mr Tan Heng Hong, APAC Food & Drink Analyst from Mintel has uncovered the potential of manufacturers to look for new beverage innovations which can help unwind stress and fatigue faced by their consumers particularly at the current pandemic period.
According to the latest Mintel 35-market consumer research study conducted in July 2020, stress is becoming a concern in Southeast Asia exacerbated by COVID-19 pandemic. In his presentation, he highlighted that 82% of Malaysian adults are actively seeking ways to relieve their stress. On the other hand, in Vietnam, 49% of the adults would prefer their diet to help improve mood/well-being and indirectly help them to relax. On the other hand, 59% of Thai consumers are worried (stressed) about the financial impact of COVID-19 on them and their families.
Mr Tan also showed a chart identifying selected relaxation or stress-relieving ingredients used in non-alcoholic drink launches from 2017 – 2020, with Chamomile, Balm and Holy Basil being the most popularly used ingredients in such products. (see Chart 1.0)
In addition, Mr Tan also highlighted that alcohol-flavored soft drinks can also be a choice for consumers who want to de-stress while staying sober. During the same period (2017-2020) studied, Fruit flavored still drinks and carbonates with alcohol flavor remain the most popular. (see Chart 2.0)
