2022 TRENDSETTERS
FORM AND FUNCTION
Better-for-you beverages are evolving at a rapid rate . It ’ s not enough simply to be sugar-free anymore , consumers are looking for an array of physical health benefits and a mental boost . We asked three beverage companies to share the top trends they are tapping into in 2022 .
Nexba
Co-founder & CEO Drew Bilbe Top trend : Nootropics
What are nootropics ? Roughly translated , the word comes from the Greek for “ to bend or shape the mind ”. In today ’ s world , nootropics are age-old , active , superfood ingredients that support cognitive function , to improve attention , memory , and alertness . Just as we have protein shakes to help sore and tired muscles , nootropics work in the same way to support your mind .
Nexba has just launched a nootropics range ? What is it about nootropics that intrigues you ? It ’ s exciting to see consumers become more conscious about the functional benefits of natural ingredients and the realisation that these ingredients have a powerful impact on your overall health . Natural nootropics are an incredible example of ingredients that can be consumed in a convenient way to support cognitive function , and give you that little boost of energy or clarity that so many of us look for in our everyday lives .
Is it challenging to integrate nootropics with beverages ? The nootropics range has been one of our most challenging projects to date because we ’ re never willing to compromise on taste or any other aspect of the consumer experience . So we had to find creative ways to pack all the functional ingredients into the drink , whilst maintaining the Nexba trademark of being the great tasting , naturally sugar free experience . Every product in the Nexba nootropics range was carefully crafted to deliver a nootropic kick , combined with the added benefits of ingredients that support immunity , focus , gut and glow . The end result is a collection that you can mix and match depending on which part of your body or mind needs a boost on any given day .
Have you noticed demand for nootropics in other markets ? Functional drinks have seen a huge increase in demand globally over the past five years , and we ’ re now seeing nootropics become one of the most in-demand functional categories , both in Australia and overseas .
Do you expect nootropics to be a major trend in Australia for 2022 ? We expect nootropics to really burst onto the scene in Australia come 2022 and continue that growth trend well into the future .
Any other big beverage trends you see emerging in 2022 ? Sugar avoidance has become mainstream , and we ’ re now seeing consumers walking away from anything that contains artificial ingredients , artificial sweeteners , or preservatives . Demand for beverages that are naturally sugar free continues to grow at a rapid pace . ‣