Immunity boosting vitamin drinks become popular in Southeast Asia

Almost half of Southeast Asians find immunity-boosting drinks “very appealing” post-COVID-19, according to research from GlobalData.

The data, which was taken from GlobalData’s Q2 2021 consumer survey results, found that “Vitamin C, which is widely known in the region as immunity-booster, featured in a lot of new product innovations,” according to GlobalData beverages analyst Sheryl Gajete.

The results reveal that “42% of people in the region find immunity-boosting claims to be very appealing. Because of this, manufacturers across Southeast Asia banked on the popularity of Vitamin C offering products that claims to have 100%-200% recommended daily dose for this nutrient” said Gajete, adding that this “has proved popular across all categories including enhanced water, still drinks, iced/RTD tea, and energy drinks.”

According to Gajete: “Manufacturers were quick to reformulate their offerings,” noting that, since the pandemic, there had been a rise in interest in drinks “fortified with vitamins and minerals and are positioned to improve the body’s resistance to diseases.”

Gajete added: “With the threat of new variants in the Coronavirus emerging, it is likely that this heightened demand for fortified beverages will remain strong long into 2022.”

The survey also revealed that bigger packaging sizes and multi-packs were also popular during increased at-home consumption occasions, while other trends drinks companies could capitalise upon included an increased consumer interest in nostalgia.

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