Delivering beyond health: Beverages with functional ingredients for mood and immunity pack a punch
07 Apr 2021 --- With consumers thirsty for solutions that deliver on overall well-being experience, functional beverages are in high demand. Amid the COVID-19 pandemic, there has been a heightened interest in immunity and mental well-being. With this, NPD in the space is booming, and functional ingredients are fast becoming the starring ingredients.
NutritionInsight speaks with key beverage ingredient players, who share their insights on the burgeoning demand for functional drinks.
In this space, Givaudan’s trends program, FlavourVision, tracks various consumer trends, including one known as “layered wellness,” which addresses the physical and mental, emotional, social and spiritual aspects of well-being.
In 2020, the company refreshed its FlavourVision through a COVID-19 lens to understand how the pandemic is affecting consumers.
According to Treatt, consumers want more from their beverages.“We saw the ‘augmented self’ trend strengthened as a result of the pandemic. Pre-pandemic, augmenting the self was largely focused on performance, but now englobes building immunity and shielding against vulnerabilities,” says Romain Thevenot, global product manager of Botanicals for Food & Beverage at Givaudan.
“We’ve seen an intensified consumer interest in these areas amid the pandemic. There’s no better application than beverages to support well-being. Just like many of us turning to meditation apps or yoga to help us unwind, the right functional beverage can become an integral part of our self-care routine.”
Calls for immunity
According to Thevenot, the top demands in terms of functionality are centered around immunity and relaxation.
“But those needs also come with calls for naturalness, organic and clean label,” he explains. “Botanicals provide a great playing field to meet these demands as they connect with health benefits through traditions and science and provide authentic taste experiences.”
“The pandemic has put more focus on themes such as relaxation, sleep and stress reduction, all of which help support a healthy immune system.”
This has meant intensified interest in nutrition, functional ingredients and supplements to sustain health and protect from illnesses. These trends, paired with calls for transparency and natural ingredients, have increased demand for ingredients sourced from nature.
“Vitamin C from acerola is a great example of a botanical ingredient that comes with pre-approved health claims related to its high vitamin C content. It also has an interesting positioning thanks to its geographic origins in Brazil and sustainability story,” he adds.
According to John Quilter, Global ProActive Health Technology vice president at Kerry, another big trend is the demand for multiple “stackable” benefits. “For example, beverages that offer immune health alongside other claims, such as energy, are resonating well with consumers.”
Healthy body, healthy mind
Meanwhile, Vicky Berry, business development manager at Synergy Flavours, says the company sees more launches focusing on the mind and soul, with calming or relaxing claims.
“It is important to understand how to work with these ingredients with flavors that complement the base and the claim,” she continues. “For instance, lavender and chamomile extracts have the natural ‘health halo.’”
“We see beauty claims also increasing in food and drinks, with ingredients such as collagen and Vitamin E. It’s about understanding flavors as a consumer link with beauty – there are lots of refreshing profiles within this space, like cucumber and watermelon.”
Appealing flavors
According to Thevenot at Givaudan, hybrid taste profiles are taking center stage, particularly when created by pairing functional and traditional flavors.
“For example, to target a relaxation concept, you might combine chamomile or lavender ingredients along with a more classic natural fruit flavor.”
“COVID-19 has created a kind of restless captive audience with consumers potentially more receptive to new flavors and experiences within F&B,” adds Rosie Travers, HSF and H&W category manager for Treatt.
Botanicals pair well with citrus and other fruits, adding depth and nuance to cocktails and mocktails, says ADM.
“We’re doing a lot of work using herbs and botanicals to create unique solutions with exciting flavor profiles, as well as investigating our current products that can be multi-functional in this area.”
“It’s an exciting time for the beverages sector as people’s ideas and perceptions of adult drinks are changing, driving companies to be more creative with their flavor solutions and more innovative with the end customer experience,” she explains.
For Micah Greenhill, beverage marketing director at ADM, sour flavor profiles like vinegar and kombuchas are growing in interest as consumers associate them with digestive health.
“Fermented foods and beverages are changing consumers’ palates, which in turn is pushing them to seek out stronger, more pungent flavors,” he observes.
There is also growing interest in regional and global flavors and classic favorites, and the fun begins with a blend of both, Greenhill notes.
“For example, citrus fruits are associated with immune function, increased energy and improved mood. Consumers are experimenting with global offerings like kumquat and yuzu, Sicilian lemon and Tahitian lime, as well as varieties such as bitter orange, pink grapefruit and tangerine.”
In addition to well-known flavors like mint, lavender and rose, novel combinations with elderflower, hibiscus and turmeric are set to trend.
“Our portfolio of botanical extracts and fruit and vegetable powders include products that can provide immune function support and promote energy through natural caffeine,” Greenhill outlines.
Sustaining energy, focus and mood
June Lin, global vice president for marketing, Health & Wellness at ADM, says that consumers are demanding functional ingredients to sustain energy, improve cognitive focus, support immune function, reduce stress and provide mood-boosting enhancements.
“They want convenient ways to consume vital nutrients and beverages are a great option to meet this demand.”
According to Greenhill, powder mixes and ready-to-drink (RTD) formats are expanding. As consumers begin to emerge from their homes, beverages that appeal to on-the-go lifestyles are seeing increased interest.
“These beverages fit into hectic lifestyles and allow for consumers to reach their health and wellness goals more conveniently. We’re experimenting with better-for-you offerings like smoothies, a blend of delicious flavors with added nutritional value.”
ADM is also creating RTD coffees, teas, flavored waters and alcohol drinks. “Currently, RTD functional waters and teas are showing the strongest growth and will be areas of innovation in the near future,” he adds.
The company also sees a heightened desire for nutrient-dense beverages that signal health benefits.
“Sports nutrition is an area rich with opportunities to incorporate functional ingredients, appealing to competitive and everyday athletes alike,” explains Greenhill. “As another example, hydration beverages that contain green tea extract have a natural source of caffeine for extra energy.”
Low alcohol trending
Meanwhile, many of Treatt’s sugar reduction products have been successfully used in improving the mouthfeel in low/no alcoholic beverages.
Kerry says the appeal of a beverage that can be consumed quickly on the go – and gives you a health or wellness benefit – is huge.“We’re also looking at new ingredients that could be useful in this market, for instance, Jambu – a herb from Brazil that is being considered in the marketplace for non-alcoholic beverages due to its numbing properties that can help mimic alcohol,” details Travers.
For Quilter at Kerry, some interesting factors are unique to the beverage category.
“Many consumers are rejecting beverage options that are now perceived as less healthy,” he observes.
“For example, studies in several countries have revealed a sharp decline in alcohol consumption among young people, partly because they are concerned about its health risks. There is also evidence that many are turning away from sodas. Their search for alternatives has created space for manufacturers to innovate with functional ingredients.”
Similarly, in the energy drink space, manufacturers respond to consumer demand for products with a gentler, more natural functionality than the high-sugar, high-caffeine options that traditionally predominate, notes Quilter.
“They are increasingly formulating with whole food ingredients such as ginseng and ginkgo Biloba, which offer perceived health benefits, and can lend credibility as well as a cleaner label,” he concludes.
By Elizabeth Green
