Boutique Food And Beverage PR Agency Showcases Top Five Functional Beverages Trends

Functional beverages contain vitamins, minerals, probiotics, herbs providing consumers enhanced health benefits. Functional beverages – “plant based milks, meal replacement drinks, fortified fruit and vegetable beverages, ready to drink teas, sports enhancement drinks, vitamin rich waters” – have become an integral part of consumers' lives since these drinks are rich in antioxidants and provide a natural way to improve one’s immune system and to boost a person’s energy levels naturally.

Did you know . . .
 

• “The global functional beverage market size ie expected to grow to $339.6 billion by 2030.” (Source: National Checking Company)
• “Flavors are a way for brands to communicate function and benefits of consistency, the report states, and connecting flavors with function justifies consumer craving satisfaction.” (Source: Beverage Industry)
• “Across all consumer groups, Gen Z and Millennials have the highest shares of individuals consuming functional drinks.” (Source: Global Data)
• “Around 48 percent of Gen Z consumers asked in a survey said they consume energy drinks, proving to be the most popular variety of functional beverage among the younger age group. Meanwhile, only 15 percent of the Boomer generation said they consumed energy drinks. Fruit drinks fortified with minerals and vitamins and sports performance drinks come in next as the most popular among younger consumers, with 38 percent and 35 percent of Gen Z consuming them respectively." (Source: Global Data)

Functional beverages are providing a new perspective on health. These beverages go a step further than just providing hydration to meet the consumer’s different needs, which include stress relief, digestive health, an energy boost, and improved immunity.

In this blog, Allen Marketing Communications, Inc., a boutique food and beverage public relations agency based in New York City, showcases five key functional beverage trends.

Adaptogenic Ingredients

In the functional beverage market, herbal ingredients are extremely popular because of the adaptogens and their ability to help reduce stress. Herbs – ashwagandha, rhodiola, and holy basil – provide a natural way to cope with stress. “Adaptogens are being integrated into a variety of beverage categories, including teas, tonics, and energy drinks, providing consumers with a natural way to manage stress and promote balance.” (Source: NutraIngredients).

Personalized Nutrition

Personalized nutrition has become important to the functional beverage industry. Consumers are looking for customized products based on their personal health requirements, tastes, and even DNA. “This trend aligns with the broader move towards personalized health solutions and reflects a growing consumer desire for products that align closely with their personal health objectives” (Source: Mintel).

Functional Water Innovations

Functional waters are filled with electrolytes, vitamins, and minerals. Functional waters also involve the addition of adaptogens, probiotics to the water's benefit. “Consumers are increasing their preference for drinks that hydrate and enhance their well-being due to their hectic schedules as well as their desire to live healthier lives.” (Source: NCCO).

Gut Health Focus

Probiotics and prebiotics, are popular ingredients in the functional beverage industry, improves one’s overall gut health. “Probiotics, which are health-promoting bacteria, and prebiotics, which are fibers that nourish these bacteria, are popular in gut-related drinks. Such a tendency is indicative of the global focus on functional foods that are beneficial for digestive health and highlight the significance of the gut in people’s well-being “(Source: Gourmet Pro).

Sustainable And Ethical Sourcing

Consumers are now becoming aware of its sustainability and practicing ethical sourcing in the functional beverage market. Brands are embracing sustainable manufacturing and sourcing of ingredients – recyclable and biodegradable packaging, sourcing from fair trade, and selecting ingredients grown naturally.

Sustainability is emphasized starting from the procurement of raw materials to processing, cooking, packing, and distribution. This trend reflects a “broader shift towards responsible consumption and environmental stewardship, as consumers seek products that align with their values and contribute to a more sustainable future.” (Source: Tastewise).

The functional beverage market is always evolving and it presents an opportunity for brands to create and introduce innovative products. Our food and beverage public relations and social media strategists can create a unique approach to generate brand and consumer awareness to make your brand stand out in a competitive market.

By Joanna Allen, chief executive officer, Allen Marketing Communications, Inc.