A new trend has emerged from the ruins of unhealthy drinks –
functional beverages. These innovative blends serve purposes greater than
merely quenching thirst. Functional beverages are designed with a specific
demographic in mind. Furthermore, some are designed to promote relaxation, and
others to provide energy or essential nutrients.
This trend is on the rise, as busy consumers are demanding
more benefits from beverages, and health-conscious consumers have been
examining labels. The Healthy Beverage Expo had a successful debut this past
spring and will return next year to showcase the latest market trends. These
trends include:
·
Exotic fruit flavors
·
Sugar replacement with Stevia
·
Unique tea products
·
All-natural or organic products
·
Natural colors
·
Environmentally-friendly packaging
·
Added vitamins and minerals
·
Cleaner energy drinks with reduced sweetener
·
Added protein and fiber
Consumers are scrutinizing beverage labels and looking out
for calories and sugar. Shoppers appreciate transparency in product labeling
and scientific support behind marketing claims. Consumers realize that there
are countless alternatives to traditional beverage offerings and can be
particular.
Manufacturers have responded by using water as a base for
most functional beverages. This avoids the problem of working around calories,
flavors, and colors. From here, producers add flavors and nutrients to
accomplish the goal of the product. It seems simple enough, but there is an 80%
failure rate for new functional products due to high competition.
Differentiate your product from other beverage offerings.
Use RIBUS products to carry flavor, replace chemical additives, and make your
product more marketable to consumers.
Sources:
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