Den nya trenden: Hälsa på burk : En kvalitativ studie om konsumenters främsta anledningar till valet av varumärke bland funktionsdrycker

Sammanfattning: In today's society there is a comprehensive health trend in the food industry. New products associated with exercise and health are frequently introduced to the market. One of these products is the “functional drink”. The functional drink is an energy drink made of good and natural ingredients produced for consumers who are well aware of what they consume. Most functional drinks contain basically the same substances, but observations indicate that some brands are consumed more than others. This lead to the study's questions; "What are the main reasons for choosing a specific brand of functional drinks?" And "What impacts the popularity of a popular brand?" Based on the study, conclusions were drawn that some respondents reasoned more and less when choosing a brand. Some had clear needs and expectations while others only consumed a specific brand because of the social environment. The reason of consumption was often that the products gave energy, enhanced the performance during physical training and was seen as a better alternative than soda. Furthermore, the result of the study shows that the decisive factors in the selection were the following: marketing, brand's reasonable price, good flavors that fit the seasons, ease of access, inspirational influencers, associated with fitness and a positive word of mouth.