Functionality drinks have risen in popularity among health-conscious consumers globally, propelled by the overarching trend towards wellness-orientated products. According to a GlobalData Q3 2023 consumer survey*, 75% of UK consumers are influenced by a product’s impact on health and wellbeing, underscoring a significant market potential for GoMates yerba mate beverages in the market for dietary supplements and energy beverage alternatives, says GlobalData, a leading data and analytics company.

Kacper Pilarski, Consumer Analyst at GlobalData, comments: “GoMate has responded to this trend by launching two innovative plant-based and sugar-free blends: Awake, which provides holistic energy and heightened mental agility without the crashes associated with energy drinks, and Relax, offering a chance to recharge, catering to diverse consumer preferences. This distinctive offering aligns with the growing preference towards plant-based products and ethical consumption options, which reflects a broader shift in consumer behavior beyond just health and well-being, including considerations for sustainability and demand for clean ingredients.”

GoMate’s yerba mate drinks are gaining traction, with consumers seeking natural properties and unique flavor combinations featuring stevia and zero-gas. This is emphasized by a GlobalData Q3 2023 consumer survey* indicating that 71% of UK consumers prioritize naturalness when selecting beverages, while 44% find artificial ingredients unappealing.

Pilarski adds: “Marketing and collaborative initiatives, exemplified by the partnership between Go Mate and Argentinian football legend Sergio Agüero, strategically aim to position yerba mate as a healthier alternative to traditional energy drinks. By advocating for a more balanced approach to energy drink consumption and leveraging ingredients that promote well-being, the partnership seeks to challenge negative perceptions associated with excessive energy drink intake, thereby presenting and positioning GoMate’s yerba mate as a suitable alternative.”

Despite its promising outlook, yerba mate faces challenges in gaining widespread acceptance, particularly in markets where taste preferences differ. Many consumers find the taste of yerba mate unfamiliar or inadequate, echoing the initial reception of soy drinks compared to carbonated beverages. This taste barrier poses an obstacle to the broader adoption of yerba mate as a mainstream option. Overcoming this challenge would require innovative strategies to familiarize consumers with the distinctive taste and characteristics of yerba mate. Innovative approaches, such as offering a variety of known and familiar flavors including wildberry or lemon-lime, and educating consumers about the beverage’s unique characteristics, enhance the opportunities for market expansion.

Pilarski concludes: “While GoMate may not yet enjoy the global recognition of Japanese matcha or Indian chai, its journey from a cultural tea to an international sensation is well underway. The growing awareness of yerba mate’s health benefits, particularly its antioxidant properties that protect against heart disease, is expected to fuel the beverage’s growth trajectory in future. However, addressing challenges related to taste acceptance and consumer education will be crucial in unlocking the beverage’s full potential and ensuring its sustained success in the market.”

*GlobalData Consumer Survey Q3 2023 – UK, published in October 2023 was conducted with 532 respondents