In general, consumers prefer food and drink formats rather than pills or tablets when consuming health-enhancing ingredients. However, there are differences between the generations if we look in more detail into consumption format preferences.

Research from GlobalData’s Q4 2017 global consumer survey reveals that younger consumers are more likely to opt for drinkable formats for the delivery of health-enhancing ingredients.

While preferences for food and supplements (in the form of pills or tablets) that deliver health-enhancing ingredients are relatively consistent across all age groups, drinks are favoured by 60% of Millennials and 58% of Generation X consumers but only 52% of Boomers and 48% of Silent Generation consumers.

Functional drinks brands should, therefore, target Millennials and Gen X-ers specifically with innovative launches that respond to younger generations’ requirements for convenience, simplicity, and effectiveness.

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