Aplós reposted this
Why Functional Drinks Will Outrun Flavored Drinks The RTD beverage market is shifting from taste-based choices to purpose-based consumption. People are no longer buying drinks because they are sweet or refreshing. They are buying drinks that help them feel a certain way. This is a massive unlock for brands who understand psychology. The modern consumer is asking: “Will this calm me?” “Will this energise me?” “Will this hydrate me faster?” “Will this improve my mood?” Purpose has overtaken flavor. Global RTD leaders are built on functionality, not taste. Look at Liquid Death, OLIPOP PBC, poppi, Recess, Aplós -every one of them stands for a functional benefit. In India, this shift is just beginning. Most brands are still trying to win with sugar, flavor, and packaging. But the next winners will be brands that position themselves around energy, calmness, focus, gut health, hydration, or mood enhancement. If you are building in RTD, don’t ask “What flavor should we launch?” Ask “What human need are we solving?” #RTD #Beverages #FMCG #ConsumerInsights