88-2 |
Functional beverages: What is the difference between performance beverages and healthy beverages? |
D. A. POSKANZER, Marketing Services & Sensory Evaluation, WILD Flavors, Inc., 1261 Pacific Ave., Erlanger, KY 41018, J. H. P. Beckley, Understanding & Insight Group, 3 Rosewood Ln., Denville, NJ 07834, and H. Ashman, The Understanding & Insight Group, 5281 Cascade Dr., Powell, OH 43065. Development of Functional Beverages is influenced by consumer perceptions of what performance and healthy mean. Understanding how product differences and similarities across the health continuum from Performance Beverages (Sport & Energy Drinks) to Healthy Beverages (Fiber, Soy and Meal Replacement Drinks) impact their selection and where familiar products such as Water and Hot Tea fit into this continuum (either performance or healthy or somewhere in-between) is key for the product developer working in this area. A system of 29 independent yet linked Internet Conjoint Ideamap.net™ studies(Drink It!) were utilized to understand the key attributes of functional beverages and the impact of other factors including diet, overall health, situational attributes, emotional attributes and brands/ benefits. Identification of attribute based behavior across these 29 beverage categories created new consumer segments of Variety Seekers, Traditionalists, and Impressionables. Key data will be reported on Performance Beverages (Sport & Energy Drinks) and Healthy Beverages (Fiber, Soy and Meal Replacement Drinks) and their relation to health and diet and these new segments. Finally, identification of where Water and Hot Tea fit into this continuum of performance and healthy. These results can enable the product developer to create new health or performance oriented beverage products quickly and effectively. Several case studies will be presented covering how the product attributes are similar and different to each other and development of new beverages with a health focus.
Session 88, Nutraceuticals & Functional Foods: General
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