RTD gets a makeover: Immunity-boosters and botanicals in the spotlight
23 Oct 2020 --- Ingredients pegged as “better-for-you” are coming into play as consumers continue to seek excitement within immunity support. Notably, the ready-to-drink (RTD) beverage categories are booming with innovation and lines are being blurred in NPD formats, suppliers tell NutritionInsight.
“Recreation is a hot topic – almost a counter-trend to energy – people want to switch off for some time. People are looking for something that helps them handle stress and ease anxiety,” explains Susanne Winter, marketing manager at Esarom.
RTD tea beverages are poised for success in the coming months, according to Winter. “Traditionally, the category has been dominated by black and green tea, but there are a lot of opportunities ahead.”
In this space, Vicky Berry, business development manager at Synergy Flavours, says RTD tea is rising, particularly across the UK. “We have seen kombucha continue to drive the category as well as companies focusing on flavor innovation.”
Currently, the market is dominated by mainstream brands such as Lipton, “but we are seeing challenger brands emerge and gain share over the market leader,” she highlights.
Consumers are looking for new formats and ingredients that help them handle stress and support immunity. Brewed with botanicals
“Tea with botanicals, spices, vitamins and nootropics are sparking interest with consumers, as they bring new tastes and stories into play,” Winter continues.
Black, green and white tea always form the basis of tea innovation and Esarom is developing new concepts that play on new tastes and colors.
“White tea and black cherry forms an interesting concept and are also compelling from a marketing standpoint,” she underlines.
“Fruit notes also offer an energy boost,” Winter adds.
Moreover, Synergy Flavors predicts that white tea will be one of the top flavors set to boom in 2021. “Its delicate floral profile makes it well-suited to work in a variety of beverage products, especially as natural flavors are poised to perform well with their perceived health and wellness benefits,” notes Berry.
Meanwhile, Kerry has developed a botanical range of products with “health halos,” including ginger, turmeric and cinnamon. The taste and nutrition company also has a range of plant proteins that form the basis of its non-dairy creamer line.
“From coffee capsules, RTDs, flavorings and teas, we’re seeing brands innovative with Wellmune – our baker’s yeast beta 1,3/1,6 glucan that can help strengthen general immune health,” says Simon Hague, lead for tea, coffee and cocoa at Kerry.
For example, Thailand-based Taokaenoi Food & Marketing has incorporated Wellmune into its range of powdered beverage products. “It has developed two unique flavor profiles – Thai Tea and Cappuccino Coffee – with the addition of Wellmune, vitamins, amino acids and calcium,” Hague adds.
Also, Hoa Binh Beer & Beverages in Vietnam has a winter melon RTD ice tea made with winter melon concentrate and Wellmune for immune health, he notes.
Tea with botanicals, spices, vitamins and nootropics are sparking interest with consumers.
Health at the fore
With government guidance increasing scrutiny on ingredients lists and sugar and fat content, Berry also comments on the demand for teas and other hot beverages, offering great flavor with reduced sugar and fat content.
Options such as soy, almond and oat milk are becoming more readily available to consumers. “This is also reflected in RTD products, like Califia Farms Mocha Cold Brew Coffee with almond milk,” notes Berry.
Plant-based milk alternatives have been gaining traction in the nutritional sphere, with Synergy recently unveiling a range of products for pea, brown rice, hemp, pumpkin seed and sunflower seed sources.
Earlier this week, sister publication FoodIngredientsFirst published a Special Report on hot beverage trends.
By Elizabeth Green
