Looking to target a specific market with your healthy drink products? If yes, then this is the right article for you.
The demographic of people looking to consume healthy (but tasty) drinks as a way to look good, feel good, and improve their overall well-being is a growing one. Many consumers turn to healthy drinks to help them meet their fitness and nutritional goals and are they always looking for new products to try.
In this article, we’ll take an in-depth look at the target market for healthy drinks. We’ll see who buys healthy drinks and, most importantly, why. From healthy lifestyle seekers to moms feeding their families, we’ll look at the major segments of this very interesting market.
Who is the Target Market for Healthy Drinks?
To understand the target market for healthy drinks we will analyze the reasons why people turn to healthy drinks when there is no shortage of alternatives that are less healthy but could be more satisfying.
By classifying the market based on people’s need for healthy drinks, we get the following customer segments:
- People who are health-conscious
- People who want to lose weight or manage their weight
- Athletes or people who lead an active lifestyle
- Moms who want healthy food options for their families
- Kids and teens who are looking for healthy drinks that taste good
These are the main target markets for healthy drinks. Each category has its own unique set of needs and wants that must decide which of these segments of the market you will address with your healthy drink product.
Now that we know who buys healthy drinks, let’s look deeper to understand the reasons why they do so.
1. People Who are Health Conscious
The most obvious target market for healthy drinks is people who are already conscious of their health and/or are looking to improve their overall well-being. This could include people who are trying to eat healthier, people who want to feel more energetic, or people who are looking to improve some aspect of their bodies – like their skin tone or digestion.
There are a number of reasons why people in this category might turn to healthy drinks. Some might be interested in the nutritional benefits that come from consuming certain fruits and vegetables, while others might be looking for an alternative to sugary drinks. Some others may be looking to boost their energy levels with a healthy energy drink.
This customer segment is also a target market for health and wellness products in general and consuming healthy drinks like green tea can be a part of a broader healthy lifestyle that these individuals follow.
2. People Who Want to Lose Weight or Manage their Weight
A large portion of people who consume healthy drinks do so as part of a diet to lose weight or manage their weight.
This customer segment is interested in healthy drinks that are low in calories and/or have weight loss benefits. They might be looking for a meal replacement drink or a healthy alternative to sugary beverages.
Many people in this segment are also interested in using fitness products or going to a fitness center to lose weight, and they might use healthy drinks as a way to supplement their diet and exercise routine.
3. Athletes or people who lead an active lifestyle
Athletes or people who lead an active lifestyle need to be careful about their electrolyte balance and they often turn to healthy drinks that are rich in electrolytes.
They will also turn to healthy drinks as a nutritional supplement and to avoid overeating during a meal.
People in this segment might also be interested in healthy energy drinks to help them perform better during their workouts or competitions or to recover from a workout or a race.
4. Moms Who Want Healthy Options for their Families
Many moms (parents, in general) are interested in healthy drinks for their families because they want to make sure that their kids are getting the nutrients they need. They also look for healthy snacks because together with a healthy drink, children will often ask for a snack that also needs to be healthy.
They might also be interested in healthy drinks for themselves as a way to stay hydrated and have more energy.
Many companies that sell healthy drinks target this customer segment by advertising their products as a healthy option for kids and families.
5. Kids and Teens Who are Looking for Healthy Drinks That Taste Good
Even though kids and teens are not the primary target market for most healthy drink companies, they are an important part of the target market for some companies.
Some companies make healthy drinks that are specifically designed to taste good to kids and teens in order to get them to consume more fruits and vegetables. Other companies target this customer segment by making healthy energy drinks or sports drinks that taste good.
As governments around the world, start to implement policies to get kids to consume more healthy drinks and drive awareness about the importance of a healthy diet, this customer segment is only going to grow.
Summary
The target market for healthy drinks includes those looking to lead healthy lifestyles and improve their overall well-being.
People trying to lose weight through diet and exercise also tend to swap their sugary drinks for healthy alternatives.
Athletes and active individuals habitually turn to healthy drinks as an alternative way to stay hydrated and energized. They will also choose drinks to compensate for the loss of nutrients.
And of course, parents who want healthy options for their families will look for healthy drinks that also taste good. Finally, a growing market includes kids and teens who make their own purchase decisions and who are increasingly becoming aware of the importance of healthy eating habits.
When it comes to healthy drinks, there’s a target market for every type of product. And with the right marketing strategy, your healthy drink can find its niche and thrive.