3 Functional Beverage Trends in the US and EU

functional beverage trends

The future is bright for functional beverages and we see that in functional beverage trends that have emerged in 2016–ingredient innovation and technology, along with expanding consumer interest (and acceptance) of healthy ingredients, will open doors for functional beverages in 2016.

3 Functional Beverage Trends

Favoring Unfavorable Formats – Traditionally, shakes and smoothies have been favorable formats for functionality, which is no surprise considering shakes and smoothies offer a variety of flavors and textures conducive to masking nutritional ingredients. While this has been great for smoothie and shake developers, the challenges associated with functional ingredients (e.g., unwanted solubility, turbidity, taste and mouthfeel effects) have prevented functional innovation in certain beverage categories. But as technology evolves, doors are opening. In 2016, expect to see popular functional ingredients, such a protein, appearing in less-traditional formats (Protein water, anyone?), making functional beverage trends more relavent.

RELATED: TRENDS IN FUNCTIONAL BEVERAGES | KOMBUCHA

Spanning, Not Segregating, the Generations – Crossing the generations will be key to beverage development in 2016. Demographics are a focal point when talking market strategy, with much emphasis directed to Millennials and Boomers—two groups with unique needs and impressive spending power. While marketers have found favor in past years appealing to one group or the other, developers will find the most success in 2016 formulating products that appeal to cross-generational health states. Think: sustained energy and cognitive performance, for instance.

 

functional beverage trends

 3 Functional Beverage Trends

Functional Focus – “Functional” is a tricky term in our highly fortified world, and one that is often left to interpretation. This is especially true for beverages, which have been fortified with key nutrients for years—vitamin D in milk, for example, or ascorbic acid in orange juice. These products offer functional ingredients, but are they functional? Technically speaking, no. Traditionally, functional beverages are developed to provide specific health benefits (e.g., weight management and sports nutrition). In 2016, you’ll see increased demand among mainstream consumers for functional beverages, heightening the functional beverage trends that are well, functional. Just as sports-nutrition products have leaped beyond body builders and into the hands of weekend warriors, active moms and the like, everyday “Joes” are aligning their health needs with products that are convenient and can be incorporated easily into a busy, high-demand lifestyle.

RELATED: IS SUPER PREMIUM TEA A NEW TREND?

Blog credits to NauralProductsInsider

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