- Relaxation drinks, which are nonalcoholic beverages designed to help consumers relax or focus, are a small and potentially growing segment of the soft drinks market, with an estimated worldwide market of $200 million. The segment has been around since the mid-2000s.
- The drinks have had a difficult time in the United States. The U.S. Food and Drug Administration shut down some early relaxation drinks for false health claims, and the ones that are on the market now are more expensive than other means of relaxation.
- The new generation of relaxation drinks are being targeted to busy professionals and are being marketed in a more careful way than their predecessors.
Americans say they are in constant need of relaxation, but it's unclear if they might want to get this from a drink. According to the American Psychological Association, Americans rate their stress level at 4.9 out of 10, and 37% of women and 27% of men say that stress has made them feel tired.
However, any sort of soft drink seems like an unlikely place for Americans to want to find some relief. After all, water is the most popular bottled beverage nowadays. Soft drink sales have been flattening as consumers seek healthier alternatives. Naturally sugary juices also have fallen out of favor with consumers.
While energy drinks are still growing in popularity, with $12.2 billion in retail sales last year, according to Statista, it may not have a reflection on the performance of relaxation drinks. Ever since people have been brewing coffee, drinks have been seen as a way to get a bit more get up and go. Relaxation, on the other hand, is often linked activities like exercise, drawing or meditation that have nothing to do with nonalcoholic beverages.
In order to succeed in a crowded drink space, relaxation drink companies could market the winding down factor and could capitalize on the better-for-you and natural trends sweeping the industry now. If a beverage can show that it can provide significant benefits while using better ingredients, consumers are more likely to give it a try.