Functional beverages gain traction as workers seek focus
Bevi’s new survey of 1,000 U.S. workers paints a clear picture: distractions at work are widespread, and many employees say their beverages could help them focus better. For convenience services operators, leaning into this desire with beverage offerings could pay dividends.
According to the Bevi survey, 55% of employees feel more productive in the office than working from home — yet nearly half still report frequent distractions during the workday.
Generational differences loom large: Gen Z workers are more likely to cite social media (70%) and major news events (62%) as derailers of their focus. Boomers, by contrast, are more likely to name colleagues — conversations and interruptions — as what pulls them off task.
To address what workers say they need, Bevi is launching Focus Blend, its first beverage enhancement formulated to support “calm, lasting sustained mental focus without feeling wired.” Its ingredients include natural caffeine (from green coffee beans) plus L-theanine to provide “balanced energy without jitteriness,” as well as Vitamin B12 and magnesium. It does not contain sugar or calories.
“The functional beverage category is one of the fastest-growing in the industry, projected to surge from $153 billion in 2024 to more than $232 billion by 2032 — and our survey shows nearly three-quarters of employees want a drink that helps them focus,” said Cathy Lewenberg, CEO at Bevi, in a release. “With Focus Blend, we’re addressing that need head-on, offering a clean, customizable way to stay sharp.”
For operators, these findings suggest several actionable insights:
- Demand for functional enhancements is rising. Workers are open to beverages that do more than just quench thirst. They want drinks that help them concentrate, but without the downsides of high caffeine or sugar. Bevi’s Focus Blend is clearly targeting that niche.
- Customization is key. Some users prefer subtle assistance while others want more. The ability to choose levels of caffeine (low/medium/high) may allow for broader adoption. Offering options in your product mix could be a differentiator.
- Clean labels and transparency matter. Consumers seek products with zero sugar, minimal additives and natural sources.