Market Research Report Global Functional Beverages Market Research Report | Page 4

By sponsoring various music festivals and sporting events across Switzerland,
the company has been able to strongly focus on the advertising support. In
terms of value, “Red Bull” has captured about half of the fortified/functional
beverages market in the country.
The consumer willingness to use the products like fortified/functional
beverages is in order to consume proper nutrition in the form of vitamins
and minerals that may be lacking in their regular diet. The increasingly busy
schedules and packed lifestyles of the Swiss people have not been allowing
them to consume the required minerals and vitamins in their regular diet.
Thus, food and beverages that are available in the market in the packaged
form and have added minerals and vitamins are now being accepted with
open arms by the Swiss people. This is further resulting in an increasing
demand for these products and it is expected that in the forecast period, the
market is set to grow despite the increasing tendency of the people to go for
organic and natural products.