From adaptogens to gobbledygook, the functional drinks market is exploding. Tom Khan-Lavin, chief executive of YesMore drinks marketing agency, looks at how brands can cut through the clutter and connect with consumers

WHAT’S HOT

CLARITY IS KING
Consumers are bombarded with choices. They don’t have time to decipher marketing jargon or vague promises. Brands need to be crystal clear about what their drinks do. “This will help you focus.” “This will give you a natural energy boost.” Simple. Direct. Effective. Just make sure you cross-reference against the, CAP Code and FSA standards before making any claim.

HONESTY IS THE BEST POLICY
Transparency reigns supreme. Consumers want to know what they’re putting into their bodies. No more hiding behind pseudo-scientific gobbledygook. If it’s got turmeric, say it’s got turmeric. If it’s got adaptogens, say what those adaptogens are. No more smoke and mirrors.

PACKAGING WITH PURPOSE
Packaging is the first impression. Make it count. Bold, eye-catching designs that communicate the brand’s message are key. And don’t forget about sustainability. Consumers care about the planet. Eco-friendly materials and packaging solutions should be a priority

WHAT’S NOT

HYPERBOLE
Outlandish claims that can’t be backed up are a big no-no. No more “detox” nonsense or promises of miraculous weight loss. Consumers are savvy. Focus on genuine benefits and communicate them honestly.

SUGAR-COATING WITHOUT CAUTION
Sugar isn’t (yet) the enemy, but let’s not go overboard. Consumers are increasingly health conscious. Keep an eye on sugar content and artificial sweeteners. If a drink is loaded with the sweet stuff, be upfront.

FORGETTING THE POWER OF MARKETING
Don’t just chuck your drinks on a shelf and hope for the best. This is an emerging category that needs brands to blaze a trail in educating both buyers and consumers. Give retailers a reason to stock your products and give their customers a reason to buy them. Offer tastings, create eye-catching displays, enlist help with your social media, and grow your email marketing audience. Get creative.