Interviews
In-depth interviews: what drives switching & trust
Maya Chen
What first drew you to a functional sparkling drink like this?
The low sugar plus the adaptogen angle, honestly. I'm always looking for something to replace my afternoon coffee without the crash — if it tastes clean I'd switch in a heartbeat.
What would make you trust that the functional benefits are real?
Transparency on dosage, and ideally a name I recognise behind it. I don't need a clinical trial, just to feel it isn't only a label flex.
Anything that would stop you buying it regularly?
Only the price if it creeps too high. I'll pay a premium, but it has to earn a permanent spot in my fridge.
Daniel Weber
How do you feel about drinks promising adaptogens and added vitamins?
Frankly, skeptical. Those words read like marketing. I'd want to see what's actually in it, and at what dose, before I believe anything.
What would move you from skeptic to buyer?
Evidence — real numbers, maybe an independent reference — and a price that reflects a drink, not a supplement.
Would the low-sugar aspect alone be enough?
Low sugar is a genuine plus, that I trust. But it wouldn't justify a big premium on its own.
Priya Sharma
As someone who reads labels closely, what stands out here?
The 3 grams of sugar is the headline for me. With three kids I'm always hunting for low-sugar options they'll actually accept.
Would you trust it enough to give it to your family?
If the ingredient list is clean and short, yes. I'd try it myself first, then bring it home.
What could go wrong?
If it's loaded with sweeteners just to hit that low-sugar number, that's a dealbreaker.
Amara Diallo
What's your first reaction to this drink as a student?
It looks super cool, very my aesthetic — I'd post it. Honestly the bold flavours pull me in more than the wellness side.
Would the price be an issue?
A bit, yeah. On a student budget I'd grab it as a treat, not daily. A student discount or a multipack would totally change that.
What would make you a regular?
If my friends were drinking it and it wasn't too pricey, I'd be in constantly.
Kenji Tanaka
What matters most to you in a drink like this?
Balance. Western functional drinks are often too sweet for me. A subtle flavour and a considered quality is what wins me.
How do you feel about the health claims?
I appreciate them, but taste quality comes first. The benefit is a nice bonus, not the reason I'd buy.
Would you pay the premium?
For genuine quality, yes. I'd rather drink less of something better.
Executive summary
Across five in-depth interviews, low sugar emerged as the most trusted and universally valued claim, while the adaptogen and vitamin benefits divided respondents between wellness enthusiasts and outright skeptics. Trust hinges on transparency and substantiation; switching hinges on taste quality and, for younger and family shoppers, price and format.
Key themes
Low sugar is the trust anchor; functional claims need proof
Every persona accepted the 3g-sugar story, but skeptics discounted 'adaptogens' as marketing. Dosage transparency and an independent reference would convert the doubtful middle.
“The 3 grams of sugar is the headline for me.” — Priya Sharma
“Those words read like marketing.” — Daniel Weber
Taste quality decides the switch
Even benefit-driven buyers said flavour comes first — subtle and clean for some, bold for younger consumers.
“Taste quality comes first. The benefit is a nice bonus.” — Kenji Tanaka
“The bold flavours pull me in more than the wellness side.” — Amara Diallo
Price and format gate the frequency
Wellness enthusiasts will pay a premium if it earns a permanent place; students and families need multipacks or discounts to buy regularly.
“I'll pay a premium, but it has to earn a permanent spot in my fridge.” — Maya Chen
“A student discount or a multipack would totally change that.” — Amara Diallo
Recommendations
- Substantiate the functional claims (dosage + reference) to convert skeptics without alienating enthusiasts.
- Lead with taste-quality proof points, and offer both subtle and bold flavour options.
- Use multipacks and targeted discounts to turn occasional buyers into regulars.