What’s trending in functional foods and beverages?
In our Functionality Rules round up, we look at the value-added beverages and food products that are starting to take up more shelf space in supermarkets – and why.
Functional foods and beverages are on the upswing, but what lies behind this growing segment and which functional benefits weigh in more? With multiple benefits vying for market share, today’s consumers are spoiled for choice. Whether people are looking to be more proactive about their health, or if they want to drink their way to a more youthful complexion, there’s a product for most asks. Take a look at our Functionality Rules round-up for a reminder on what is trending.
Functionality with flavour
What are functional food and beverage products, what is driving their rise and which functional benefits are leading the pack in this growing segment? Whether it’s down to megatrends like a desire to be healthier, or a shift in people’s lifestyles, the market for such products is on the rise – and has a great deal of potential.
The rise of immune-boosting beverages
Health and wellness is a global megatrend that has greatly influenced the functional beverage market. And with COVID-19 accelerating this trend, immunity has emerged as one of the most searched items not only on the internet but also on the supermarket shelves. So, how are manufacturers responding to this growing demand for immune-boosting beverages?
Promoting a heart-healthy diet
Between cardiovascular diseases still being the no.1 cause of death worldwide and a societal shift towards health and wellness, it should come as no surprise that consumers are looking for food and beverage products that promote heart health. How is this ask shaping the market, what ingredients are mainstay for this health boost, and what comes next in this segment?
Go for the gut
Among all the different functional beverages available to us today, those that aim to boost our digestive health are among the fastest growing sub-segments. Cutting-edge research is driving this growth as the importance of gut health spills onto many facets of wellbeing. What are manufacturers working on, where do prebiotics and postbiotics fit into the grand scheme of things, and how are consumers responding?
The feel-good factor
Self-care has taken on a new life in the last couple of years, and this shift has boosted the health and wellness market considerably. Today, consumers are on the lookout for beverages that can make them feel better about everything: from the way they look and feel, to their sleeping patterns and ability to relax. What factors are behind some of the more popular options in this sub-segment?
The rise of “free-from”
Sometimes, functional food and beverage products are functional because of what they leave out as opposed to what they add in. This is the case with “free from” food and beverage products, the likes of which are designed to help people with restricted diets, be it because of choice or health issues. So, the absence of which ingredients is propelling this niche segment?
A toast to better health
When it comes to beverages that can be prescribed or recommended by health professionals, there is a great deal of territory yet to be explored. It is highly relevant but niche market waiting to be explored further. Who are manufacturers targeting, how can such beverages support this growing group of consumers, and what role does packaging play here?
Unmatched potential
When product development is spurred on by advances in research as in the case of functional food and beverages, the category is bound to evolve. And the packaging options for such products need to keep up in more ways than one as the discerning consumer looks into every aspect of a product, be it health benefits, convenience, safety, or sustainability. Explore different formats of packaging for functional beverages in cartons and more.
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- October 20, 2022