Today’s consumers expect beverages to be part of their lifestyles, not just thirst quenchers. Consumers of different ages and sexes define their own lifestyles and choose specific beverages accordingly. Functional beverages address these different lifestyles and needs—excitement, energy boost, targeting specific disease, aging, fighting fatigue and stress, and making up for lack of healthy eating.

Getting Specific with FUNCTIONAL BEVERAGESThis is why the market—valued at $9.8 billion in sales through food, drug, and mass merchandiser (FD…

Table 1. Number and types of claims for new functional beverage products by year. From Mintel (2007a).

Table 2. Role of functional ingredients in consumer purchase decisions. From Mintel (2007a).

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