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Energy drinks, oatmilk lattes, kombucha: What drives the functional beverage consumer? The functional beverage consumer and their purchase motivations are just as diverse as the functional beverage category itself, which encompasses everything from sports drinks and energy drinks to ionized/alkaline water and nutrient-infused coffee, says new research from Brightfield Group and its social listening platform Evergi. In a new report from Brightfield Group, the CBD and hemp market research firm leveraged its newly-launched social listening platform, Evergi, which integrates psychographic consumer survey data with social listening to help CPG marketers and innovation teams better understand consumer need states within the emerging wellness industry. ....
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