Healthy Hydrating

Looking for more stamina during a workout? An energy boost throughout the day? What about strengthening immunity? Or adding more plant proteins to your diet? Chances are there’s a beverage that addresses that need.

“Functional beverages across formats are on the rise, ranging from ready-to-drink (RTD) coffees and teas to rapid hydration beverages and carbonated soft drinks (CSDs),” observes Micah Greenhill, marketing director, beverages, ADM. “Research also shows that the top five fastest-growing drink categories include functional juice/water, protein beverages, isotonic drinks, vitamin-instant drinks, and coconut water, providing a variety of formats to support trending ingredients and wellness goals.” 

While protein-fortified and alternative protein drinks continue to be in demand, other functional beverage trends demonstrate opportunities to quench consumers’ thirst.

Hydration

Hydration is a leading claim for functional beverages, popping up in carbonated soft drinks (CSD), enhanced waters, and energy drinks. “Our research shows that product labels that reference electrolytes are the most sought-out claim by younger consumers,” says Greenhill. Emerging now are rapid hydration beverages with high levels of electrolytes, he adds. “On the horizon, we see a shift towards customized electrolyte solutions tailor-made for specific need states, such as exercise, dehydration, and more.”

For brands leaning into the hydration trend, potassium and sodium are key ingredients, notes Janice Johnson, food technical advisor, Cargill. Sodium helps maintain fluid balance in the blood and cells, and functions in nerve impulse transmission, muscle contraction, and much more. Potassium is an electrolyte that plays a crucial role in hydration, muscle contraction, and heart function.

Another point of differentiation is the electrolyte source. “Consumers are getting savvy that different salts might increase their hydration or cellular transport, ideas that were not mainstream or in consumer lingo a few years back,” says Johnson. The electrolyte source can also add to consumer perceptions in other ways. “For example, both sea salt and pink Himalayan salt appeal to label-conscious consumers, as they are perceived to have more positive attributes than traditional salt.”

Sugar Reduction

You can’t discuss functional beverages without mentioning the demand for sugar reduction. “Our latest IngredienTracker research finds four in 10 consumers say they try to avoid sugar, up seven percentage points from 2021. Consumers also consider sugar reduction as the number one way to make food and beverages healthier,” says Carla Saunders, senior marketing manager for high-intensity sweeteners, Cargill.

Clean label sugar reduction is coming, observes Thom King, CEO, Icon Foods. “We thought it was big before, but it’s bigger now because people’s awareness of the detrimental effects of sugar is increasing.”

Clean label sweeteners that appeal to consumers include monk fruit extract, stevia, and allulose. Monk fruit extract speaks to consumers’ desire for ‘natural’ ingredients. With stevia, King notes that consumers prefer stevia leaf extract to steviol glycosides because of the name. “They’re chemically identical, but consumers find ‘stevia leaf extract’ more friendly than ‘glycosides’ on a label. But when it comes to flavor profile, enzymatically created and bioconverted steviol glycosides (like Reb M) tend to have [fewer] off-notes.” Allulose is growing in popularity. King notes that it has a neutral flavor and it functions similarly to sugar, because it is a saccharide but isn’t metabolized like sugar.

When working with natural high intensity sweeteners, off-notes can be addressed in formulations. King explains that on its own, monk fruit can have off-notes reminiscent of melon rind. Stevia can present licorice notes, but using multiple sweeteners in tandem, in the right proportions, can solve the challenge. Another way to address off-notes is by using a sweetness modulator, such as thaumatin (derived from the Katemfe fruit) or Reb M steviol glycosides. “Ideally, use a combination of glycosides and sweetness modulators. This also helps with the overall palate experience,” says King.

Another challenge, especially in beverages, is mouthfeel. Non-nutritive sweeteners have a tendency to come off as thin compared to sugar. The addition of fibers, particularly a combination of soluble tapioca fiber and inulin or fructooligosaccharides (FOS) can increase viscosity to achieve a desirable mouthfeel similar to sugar.

Within sugar reduction, broader trends around ingredient transparency and sustainability are also relevant to the nutritional beverage space. There’s plenty of pressure for brands—regardless of their product category—to deliver products that consumers view not just as good for them, but also good for the planet. In today’s marketplace, sustainability matters, as do ethical sourcing practices, says Saunders.

Prebiotics

Prebiotic fiber continues to be in the spotlight for functional beverage innovation. Consumers seek prebiotic fiber for reasons like digestion, weight management, and satiety, says Greenhill.

Prebiotics, particularly inulin and fructooligosaccharides, are increasingly showing up in beverages. More beverages are coming out, like Olipop, Poppi, and other prebiotic drinks, that are stacking fibers and using a combination of fibers in low- or zero-sugar beverages to create a mouthfeel experience that emulates sugar, with the added benefit of fiber on the Nutrition Facts Panel, adds King.

Koko & Karma is one example of a prebiotic drink addressing hydration, sugar reduction, and prebiotics. It is a 100% coconut water infused with vitamins and antioxidants and no added sugar. One of their offerings is Coconut Water with Prebiotic Lychee. Lychee flavored coconut water is fortified with prebiotics inulin and FOS.

It’s key to stack fibers, as too much of a single fiber can create monoculturing that can trigger gastrointestinal issues, explains King. But stacking different types of fibers, such as soluble tapioca fiber with an inulin-type fiber, doesn’t result in the same issues and can achieve a higher fiber level on the Nutrition Facts Panel. “Fibers like soluble tapioca fiber, FOS, and inulin from Jerusalem artichoke, chicory root, etc., are 30%–50% as sweet as sugar, so they need to be augmented with a high intensity sweetener, such as stevia or monk fruit extract, but the result can be a balanced sweetness with the bonus of adding fiber to the Nutrition Facts Panel.”

Mental Health and Cognition

The growing demand for ingredients for the mind was one of nine emerging food, beverage, and nutrition “mega-trends” Prinova identified that will shape the industry in 2024 and beyond. The report highlighted the growing number of products containing adaptogens and nootropics, which it attributes to factors such as enduring concerns around performance, focus, and “brain fog” in the wake of the pandemic.

Adaptogens are plants and mushrooms that help the body manage stress and anxiety. These include herbs like yerba mate, maca, and ashwagandha. Adaptogenic mushrooms include cordyceps, lion’s mane, and reishi. Nootropics are compounds or supplements that enhance cognitive performance. Prinova research found that key beverage formats for these include ready-to-drink canned beverages, smoothies, shots, lattes, waters, creamers, and coffee alternatives.

Last October, Karma Water launched Natural Energy Water, which contains the nootropic citicoline and adaptogens yerba mate extract and maca extract. The energy beverage marries 150 mg of natural caffeine sourced from green tea and B complex vitamins with citicoline, which has been shown to enhance alertness and cognitive function.

Nonalcohol and Mocktails

Popular nonalcoholic drinks and mocktails are also incorporating some of these hydrating, sugar-reducing trends. Research from White Claw found that the majority of consumers surveyed wished there were better nonalcohol options available and would be more likely to choose nonalcohol drinks if they have flavors they like, were from brands they know, had electrolytes, and were low in sugar. In January, White Claw launched White Claw 0% Alcohol seltzer, addressing the increased demand for nonalcoholic drinks for the sober-curious demographic. Created with ultra-refined seltzer, White Claw 0% Alcohol combines iconic White Claw flavors with elevated new secondary beverage alcohol drinks notes and adds hydrating electrolytes and only 2 grams of sugar.

What’s to Come

The functional beverage space is continually evolving and opens the door to innovative drinking options. “We’re seeing functional beverages that go beyond traditional formats starting to hit the grocery aisle,” observes Greenhill. “In particular, RTD coffees that incorporate functional properties can act as a quick pick-me-up while providing the ingredients consumers are looking for. From added protein and fiber to botanical extracts like guarana and microbial strains, we’re seeing this space take on a new life and deliver on multiple highly sought-after attributes in one delicious drink. Think of a vanilla-flavored, fiber-forward RTD cold brew, or a caramel RTD iced latte with probiotics.”

Innovations in CSD and clean label energy claims are also on the rise. CSDs are a format not typically seen in the functional space, says Greenhill. Products range from a cherry limeade CSD with botanicals associated with feelings of calm to a classic cola CSD with prebiotic fiber. For clean label energy claims, the pre- and post-workout energy space is a leading growth area, with digestive health benefits and solutions like postbiotics poised as being a next expression of growth in this category, he observes.

“One final point,” adds Saunders. “Consumers aren’t just myopically looking for a single benefit. They’re trying to solve multiple need states with their food and beverage purchases. They might buy a protein drink but they’re making the purchase to address hydration, boost their protein consumption, provide satiation, promote weight management, and maybe help build muscle, too.”

The challenge for brands is to create beverages that address multiple needs, while still creating a product that delivers great taste, too.ft