Consumers are more willing to experiment with conventional beverages, such as coffee, tea and bottled water, than they are with functional beverages such as energy or sports drinks.

For example, looking at bottled water, many consumers are open to trying new and different varieties of these products due to there being no dominant brand in the bottled water market, and in many countries, a strong private label presence. In contrast, the brand power of large multinational brands in the carbonated, energy, and sports drinks markets inhibits consumer willingness to experiment within these categories as they are likely to already have their favourite brand to which they are loyal customers.