The rise of immune-boosting beverages
In part two of Functionality Rules we look at consumer demand for beverages that promote immune-boosting properties.
As we as a society pay more attention to our health and wellbeing, it’s been easy to see why the functional beverage market has such potential. And among the many reasons for its success is a collective interest in boosting our immune systems.
Why immunity is on trend
While health and wellness is a global megatrend that has been around for some years, likely the biggest factor in the rapid growth of functional beverages is COVID-19. But even as we ease back into some sort of normalcy, functional beverages show no signs of slowing down. According to one report, the market was valued at $110.1 billion in 2020 and is expected to reach just over $200 billion by 2030.
Products with value
So, what does this growth mean for manufacturers and their product portfolios?
For starters, it means value-added products with ingredients and fortifications that are known to have health benefits – and which taste good, too. In addition, these enhanced products themselves tend to be healthy to begin with: you would not, for example, expect a consumer to buy into a vitamin D-enriched soda.
This awareness has been reflected in growth of juice (9%), flavoured water (43%) and energy drink (32%) products promoting immune-boosting properties; growth that occurred between 2016-2019 and so does not take into account the surge brought about by COVID-19. This demand for immune-boosting properties has also boosted the popularity of ready-to-drink beverages like coffee, tea and dairy-based products, among others.
What’s that flavour?
Ingredients are the stars of functional beverages, with more uncommon sources now gaining traction. Take the humble orange. A long-favoured source of vitamin C, oranges are now facing competition from more exotic citrus flavours like calamansi lime, blood orange and yuzu. Elsewhere, antioxidant-rich foods like spinach and carrots are also being used to boost the health quotient of beverages.
Outside of these staples, botanicals, herbs, spices and even CBD are also getting their share of the limelight.
The ripple effect
As consumers become more aware of their consumption habits, they also become more aware of their environmental impact. This, in turn, has helped support the ongoing shift among manufacturers to switch to both sustainable sources and sustainable packaging formats like aseptic carton packs. With the latter, manufacturers can offer consumers healthy beverages with real food pieces – and no additives.
Whatever path this market takes, it shows consumers are invested in their diet and improving every aspect of their health. With that in mind, part three will see us explore beverages that promote heart health. With cardiovascular diseases so present in today’s society, what opportunities does this segment offer? Don’t miss out on our take: subscribe to SIGnals Update, our exclusive bi-weekly newsletter, for this series and so many more.
- April 07, 2022