fortified with vitamins, proteins and
omega-3s has also been launched and
is now available in diverse formats and
flavours. Flavours such as: pomegranate
and berries plus resveratrol; and greens
plus flaxseed have been introduced.
These are the so-called super fruit
juices with 72 percent reduced sugar
and varied minerals and vitamins. As
coffee is a preferred caffeine beverage
rather than soft drinks, it has been
introduced in a form which combines
cold brew coffee with vitamins,
ginseng and guarana. Craft is generally
termed for alcoholic beverages for
those interested in unfamiliar flavours
and variants, generally provided in
microbreweries. Interestingly, a cold-
brewed coffee topped with a mixture
of cream cheese and heavy whipping
cream is also available in the market.
The Millennial Demands
As the alcohol-free movement is kicking
in, about 75 percent of millennials look
for booze-free options such as: craft
sodas; functional beverages; and freshly
squeezed juices with innovative flavours
and natural ingredients during outings.
Traditional green tea is giving way to
matcha. The green tea high in catechin
and epigallocatechins is less bitter and
slightly sweeter. Cannabidiol (CBD)
beverages e.g. beer, tea, lemonade
and coffee incorporate CBD, the
medicinal compound in hemp have no
mind-altering effects. With increasingly
busy and stressful lives, consumers
would prefer nostalgic sweet flavours
like caramel apple, cookie dough and
cereal milk which are also visually
appealing. A rise in protein beverages
implies popularity of cricket protein
which contains all the essential amino
acids in balanced proportion. A unique
ingredient marine-based collagen is
cropping up as an ingredient not only in
supplements but it is expected to grow
in protein beverages and matcha teas
as well. Apart from benefitting muscles
and joints, it also improves the health
of skin and hair and is thus expected
to create a new market of beauty
beverages. Beauty beverages are also
expected to use soluble curcumin as
revealed by a functional food ingredient
developer.
A novel trend is driving towards to
produce less waste, more sustainability
which implies utilisation of the products
already in production. It has been
started by Repurposed Pod, which
utilises the tangy and juicy pulp, from
the discarded parts of the cacao plant
after removing the beans (for chocolate
making), to produce bottled cacao
juice. The manufacturers need to
focus highly on the research and on
the importance of using ingredients
that support a benefit-driven message
that consumers can understand and
trust. Being aware of the latest trends
will help the manufacturer to orient its
product in the market. Therefore it is
must to keep an eye on the competitors
and stay abreast of any wide-reaching
changes in the industry.