Willing to pay a premium for functional drinks? Here are 5 things you should know first
Functional drinks are gaining popularity in Singapore as consumers shift toward wellness-focused lifestyles, despite their high price premiums. Experts suggest that while these drinks may be tasty, consumers should be skeptical of the health claims and analyze the ingredients before purchasing.
Why it matters
It addresses the growing consumer trend of paying for 'wellness' products and the lack of scientific backing for many health-related marketing claims.
It is claimed that these drinks provide benefits beyond hydration, but do they live up to the health hype? The programme, Talking Point, finds out what consumers are truly buying.
Functional drinks, a category that barely existed a few years ago, are now part of a growing market in Singapore.
SINGAPORE: Walk into any supermarket, and you will find a shelf full of functional drinks — selling at a premium, as much as 345 per cent more than a regular soft drink.
Yet, this new market is growing, fuelled by a shift towards wellness and an alcohol-free lifestyle. Consumers willingly pay more, sold on a promise that these beverages will fix their gut, perk them up, relieve stress or sharpen their focus.
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