Beverage innovation: Targeted nutrition, collagen and functional botanicals star at Expo West

15 Mar 2018 --- Hyper-customization, collagen and functional botanicals were among the most innovative and prevalent trends at this year’s Expo West, according to an insights report released by Imbibe, a US beverage development company. 

Hyper-customization: Products that fulfill individual needs were pervasive across food and beverage categories, and brands were broadcasting functions on product labels. The most common functions included immune support, increased energy, enhanced beauty, detox and improved cognition. Examples include a range of wellness shots by brands such as Vive, Nootra and Brain Juice, and functional product lines by brands like Coffee Blenders, Tea Riot and Beauty.

Functional botanicals: Turmeric was the most popular ingredient at Expo West, and featured in products from golden milk to corn flake cereal. 

Lavender, elderflower, rose, and ginger were some other popular botanicals, and they were featured in products like the Ginger People Turmeric and Ginger Latte, The Bu Lavender Kombucha, Cawston Press Elderflower Lemonade, and H2 Rose Beauty Water. Schizandra, an adaptogen, is an emerging botanical that is in Rebbl Elixir Berries & Cream, Goldthread Schzandra Supreme and Rise Rose & Schizandra Kombucha. 

Speaking to NutritionInsight at FIE 2017, Barbara Lezzer, Director of Marketing Europe – Sweet and Beverage at Sensient Flavors, says: “As sophisticated consumers demand more natural, healthier options and the chances to express their individuality, botanicals are making a comeback in the food and beverage world.” 

“We are seeing a lot of complexity coming into products, this is across beverages as well as sweet categories. Consumers are looking for more layered products, with a top note that is a bit more unusual. Botanicals are a big trend, herbs and spices are very popular and appealing for decoration, in cocktails for example,” Lezzer says.

Mushrooms: Reishi, lion’s mane, chaga and cordyceps were found in products across the show floor as a functional ingredient or as a meat alternative. They were featured in coffee and tea by brands like Rebbl, Wonder Fuel and Choice, as a powder supplement in Om products and Nutrasumma Plant Protein and as a meat alternative in Pan’s Mushroom Jerky.

Collagen: The use of collagen was prominent at Expo, Imbibe says. It could be found as a powder supplement, in RTDs and in foods like protein bars, jerky and broths. Examples include Vital Proteins collagen powder, Eviva Collagen Elixir and Bulletproof Collagen Protein Bar. Although there were more powders than ready-to-drink or eat products at the Expo, Imbibe states it expects more RTDs to be launched in the near future.

Speaking to NutritionInsight recently in a key interview, Lisette van Lith, Global Director of Rousselot's Peptan brand, explains that the global functional and fortified foods market was valued at US$250 billion in 2017, and it’s still growing as consumers look for products which functionally cover their nutritional needs in their daily diet.

In van Lith’s view, the hydrolyzed collagen market especially has not yet reached maturity. Although the Japanese market is slightly more mature than other regions, there is still a lot of potential for growth globally. 

“The nice thing is that, for example, sports nutrition is very big in the US, and you see that coming now in the eastern part of the world. And vice versa: beauty products hailing from the East are now being introduced in the West. So there’s a nice balance, with a lot of room for growth,” she notes.

Plant-based products: Plant-based products were widespread throughout Expo West. Innovative nut-milks included Cashew Malk (strawberry flavored and original), Elmhurst Milked Peanuts (original and chocolate/peanut), and 137 Degrees Walnut and Pistachio milks. Other innovative plant-based milk alternatives included Mooala Banana Milk, Oat-ly Oat Milk, and Good Karma Flax Milk. Plant-based protein powders were also prominently featured, and pea protein was the rising star. Hemp-derived CBD was widespread across the show floor, and could found in products from enhanced waters to oat bars, Imbibe says.

The global market for dairy alternative drinks is expected to reach US$16.3 billion in 2018, up dramatically from US$7.4 billion in 2010. Significant developments in this area include the acquisition of WhiteWave in 2016, presenting Danone with the opportunity to further developing its interests in this dynamic market in both North America and Europe. 

“The dairy alternatives market has seen rising levels of interest in recent years, spurred mainly by consumers increasingly looking for lactose-free, dairy-free and plant-based/vegan options as healthy lifestyle choices, rather than regarding them as simply for those with allergies or intolerances," says Lu Ann Williams, Director of Innovation at Innova Market Insights.
 
"In the move to offer something new, we are starting to see an increasing variety of non-soy plant-based alternatives, including cereals such as rice, oats and barley, and nuts – such as almonds, hazelnuts and macadamias – as well as more unusual options such as hemp and flaxseed," notes Williams.

Organic and/or natural energy drinks: Imbibe notes that many brands showcased organic and/or natural energy drinks at Expo West. Examples include Dark Dog Organic Energy Drink, Zola Organic Hydrating Energy Drink made with sparkling coconut water and Limitless lightly caffeinated sparkling water. 

In line with interest in plant-based diets in general, Innova Market Insights has noted a growing interest in plant-based waters. These drinks often have a strong health image, with over three-quarters of launches recorded by Innova Market Insights in the 12 months to the end of October 2017 carrying one or more health claims of some kind, rising to 85 percent in the US. 

Launches tend to feature multiple health claims, many based on the properties of dominant coconut water, which has isotonic benefits and a natural, healthy and low-calorie image. Many products are also being positioned as naturally gluten-free, paleo and vegan-friendly, while increasing numbers also carry claims such as low or zero calorie, no additives/preservatives, no sweeteners and GMO-free.

by Lucy Gunn