The confluence of an aging U.S. population, an increasing focus on
staying active later in life, and a growing public awareness of the
rising cost of healthcare offer unparalleled opportunities to energize
the market for nutritionally enhanced beverages.
Recently, coffee drink manufacturers have entered the energy market with enhanced formulations, such as Starbucks’ Coffee Double Shot, a ready-to-drink, shot-sized coffee drink with a double dose of caffeine.
I In recent years, teas have migrated from their traditional format, as hot or cold beverages, to be included as an ingredient in a variety of food products.
As functional benefits become increasingly important to consumers, manufacturers have been quick to work these claims into their products. Coffee has seen notable development in this area, as it already provides energy through caffeine and offers fertile ground for additional functional claims.
Although sports recovery drinks have gained ground, they are still somewhat rare, and Gatorade has been the only large brand to include the recovery claim in its products.
Beverages that tout relaxation benefits, although still somewhat niche, are gaining ground. More and more manufacturers are introducing products in various formats and with ingredients known for their relaxing properties.
As product developers look to better serve consumer niches with formulated sports beverages, specialty ingredients, from various whey proteins to high value nutrients to an expanding array of sweeteners, are being used by R&D.
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