Energy shots have delivered a jolt to pharmacy sales to the tune of an incremental $50 million in the past year. That business was borne out of targeting the typical all-nighters: college kids cramming for exams, truck drivers and third-shift workers. But seniors?
Functional beverages are moving to the next level. Sean Seitzinger, partner at Symphony Consulting of the SymphonyIRI Group, said that functional foods are one of the fastest-growing areas of the supermarket, recording 27% growth over the past three years. “Functional beverages, which comprise 63% of the category, are the center plate of that story,” Seitzinger said.