Increasingly busy lives and daily pressures lead to growing stress levels among South African consumers. Beverage manufacturers have an opportunity to target them, with drinks aiding relaxation and recuperation.

The turbulent pace of modern life is increasingly taking its toll on consumers: according to GlobalData’s 2015 Q1 survey, 47% of South African consumers agree that they have suffered from sleep related problems within the last six months, while 64% complain about often feeling tired.

In addition to day to day tasks, and consumers trying to cram more activities into the same amount of time, there are also pressures associated with rising living costs. This is confirmed by numbers: according to GlobalData’s 2016 Q3 survey, 70% of South African consumers disagree with the statement that the economy is improving. According to GlobalData’s 2015 Q1 survey, almost a third (30%) of South African consumers also felt unconfident about their ability to spend on treats and non-essentials, reflecting the feeling of financial pressure.

As the nature of modern lives is unlikely to become any less busy, there is an opportunity for beverage manufacturers to offer stressed consumers products that aid relaxation during the busy days.

GlobalData’s 2015 Q1 survey also revealed that 46% of South African consumers expressed interest in beverages that aid relaxation, implying that there is room for popular drinks such as soft drinks and decaf coffees to adopt a “relaxation” stance.

Taking inspiration from the tea category, using ingredients associated with relaxation, such as lavender, will lend such drinks a “de-stressing” image.
B vitamins are also associated with relaxation, due to their essential role in brain and nervous system functioning, such as the role of vitamin b6 in serotonin production.

More specific ingredients enhancing the recuperation process will also be popular among stressed consumers. However, consumer education needs to play an important role – for example, manufacturers could capitalize on L-theanine found in green tea leaves which is said to promote relaxation via increasing alpha brain waves.