Functional ingredient spotlight
The top food and beverage trend of 2024 called attention to hero ingredients and how consumers respond to them. And this focus is here to stay in 2025 as one-third of consumers look for their preferred ingredient on the product packaging. So, which ingredients are manufacturers and consumers focusing on, and how do they relate to the top functional benefits we discussed recently?
Probiotics is still the pro factor
Probiotics are vital elements used in functional drinks promoting digestive health. Probiotic strains like Lactobacillus and Bifidobacterium are commonly used by manufacturers. The functional benefit of this ingredient goes beyond gut health to boost immunity and provide a multitude of health benefits. Often paired with probiotics, prebiotics and postbiotics make products a well-rounded offering.
Antioxidants for all-around wellness
Antioxidants are a vital ingredient in functional beverages. Take vitamins C and E, polyphenols from fruits like berries and pomegranates, as well as green tea extracts, among others. By neutralizing free radicals, antioxidants help to mitigate the oxidative stress and support overall health, including fighting signs of aging.
Protein stays strong
Protein is one of the earliest ingredients shaping the functional drinks category and has retained its popularity for the role it plays in muscle recovery, satiety, bone strength, and overall health. Going beyond its initial role in sports nutrition and meal replacement, it has now expanded into the mass market as an essential source of nutrition with 42% of global consumers considering it a key natural ingredient.
Reducing, removing, and replacing
It is not always about what is there in a beverage but rather what’s not there. With growing concerns around sugar intake and weight management, beverages with claims of low sugar, no-added sugar and low calories are flying off the shelves. Sweetness is still a desired taste though. So, enter low-calorie natural sweeteners like stevia, monk fruit, allulose and erythritol with clean label claims.
More ingredients to the mix
This list is continuously evolving as new and emerging ingredients gain favor with both consumers and manufacturers. Today, social media plays a key role in popularizing ingredients, offering manufacturers a unique positioning opportunity. Instead of wellness claims, inclusion of certain ingredients can often be enough to drive sales. It is not a quick-fix though and requires innovation in product development to ensure the end-product aligns with consumer expectations for taste, quality, and functionality. Talk to us to explore how we can help you create standout products tailored to your needs.
For an in-depth view on the functional drinks market, download our exclusive report. What’s more – hear our in-house expert talk about what drives this category forward in our next and final blog of the series. Watch this space or just subscribe to our monthly newsletter to get the post in your inbox.
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