Vitamins play a major role in functional drinks
December 09, 2022
The epidemic has sparked consumer interest in vitamins and minerals. Experts say that more consumers are now becoming aware of the trend toward "better-for-you" (BFY) beverages, and are seeking functional beverages that provide enhanced nutrition.
The epidemic has reawakened awareness of reliable vitamins and minerals such as vitamin D, vitamin C and zinc," experts said. Many consumers are awakening to the immune benefits of vitamins such as K2. Beverage manufacturers are keen to capitalize on these trends."
Glanbia Nutritionals expresses a similar sentiment. Today's consumers are looking for more than just a refreshment, and many are turning to health-supporting, fortified functional beverages. "The trend toward BFY beverages translates into more consumer interest in vitamins and minerals to support immune health and an overall better health prevention approach."
ADM also noted that many consumers are turning to convenient solutions that they can easily incorporate into their daily lives. "As a result, beverages have been the preferred form of functional ingredients, and in fact, 89% of global consumers say they prefer functional foods and products in beverage form. Sparkling water, ready-to-drink tea, drinkable yogurt, smoothies and energy drinks are among the many forms of products that offer consumers convenience, choice and an enjoyable sensory experience."
Targeted Functional Support
As the BFY beverage trend continues to rise, consumers are looking not only for beverages that promote health, but also for beverages enriched with specific vitamins and minerals to help meet a variety of needs.
Products that support immune function continue to be a top choice for consumers globally. For example, global consumers ranked immune function (66%) and digestive health (56%) as two key health areas they want to improve in the coming year. Beverages that support these health attributes are becoming trendy. In the U.S., 87% of consumers are interested in products with ingredients that support immune function, with 78% particularly interested in vitamin C, 76% interested in vitamin A and 65% interested in vitamin D4.
In addition, another big trend is the growing consumer demand for blended products that offer multiple benefits.
One of the big advantages of vitamins and minerals is that they are familiar to consumers, but there is room for innovation in combining them with more "promising" positioned ingredients. This could include plant extracts with antioxidant benefits. For example, new product launches containing functional botanical ingredients increase by nearly 100% between 2018 and 2020. Probiotics could also be a good partner for vitamins.
In addition, ADM notes that as consumers become increasingly aware of the link between gut health and overall health, gut microbial support solutions can be used as companion products to fortified beverages. "The demand for gut microbial support solutions is complementing the vitamins and minerals added to functional beverages as consumers seek targeted support. We are continually identifying new microbial strains to support the growing consumer demand."
Experts also note that more and more active consumers are learning about the importance of vitamin K2 in promoting bone health, among other things. "Everyone should be taking a bone support supplement because our bones deteriorate as we age. Our bones are constantly being renewed, which is critical to maintaining mechanical and metabolic function. However, as we age, the activity of these essential functions diminishes, leaving us with disabling skeletal-related pathologies."
The challenges
With many ingredients affecting the solubility, stability and sensory quality of beverages, experts highlighted the various challenges faced when adding vitamins and minerals to formulations.
A pleasant sensory experience is key to any consumption," said ADM experts. But added vitamins and minerals can affect the overall taste and texture of a beverage, impacting the sensory experience and presenting formulation challenges. For example, some plant proteins, botanical ingredients, and vitamins and minerals may have inherent off-flavors that can alter the color, viscosity, taste and texture of a beverage. Multifunctional beverages containing different ingredients that interact with each other may also have problems with separation, foaming, flocculation or sedimentation."
While adding minerals to a formulation may present a taste challenge, "stability is a big challenge for vitamins." In addition, shelf life is critical for beverage developers during the formulation process. Over time, added vitamins and minerals have the potential to degrade from exposure to heat, light, oxygen and water. And stability and solubility can also present challenges for some botanical ingredients.
Some formulation challenges can be addressed through encapsulation. "Encapsulation protects vitamins from negative interactions with other nutrients, such as minerals, and protects nutrients to some extent during the heating process. Specific water-soluble encapsulants can be released slowly or in stages through a double layer of encapsulants, or they can be designed to melt completely during heating and dissolve completely upon cooling through insoluble encapsulants."
Over time, some mineral interactions can actively destroy vitamins. Encapsulating either minerals or vitamins can reduce or prevent these negative interactions, helping to protect and extend shelf life.
Health Needs, Clean Label
While certain demographics are more susceptible to vitamin and mineral deficiencies, experts note that all age demographics have benefited from improved health.
Certain beverage formats definitely have greater appeal to specific generations," says expert Kerry. For example, nearly half of consumers between the ages of 18 and 25 drink sports nutrition drinks, and one in five say they always drink these drinks before, during or after exercise. Meanwhile, nearly 40 percent of Millennials say seeing positive research on healthy lifestyle products would encourage them to buy them, while 51 percent of Millennials say they would do their own research on the products and their ingredients."
ADM notes that many people are looking for clean labels. "Our research shows that simple, recognizable ingredients influence consumers' purchasing decisions. In addition to this, consumer preferences for natural ingredients are influencing the types of functional beverages available. In addition to vitamins and minerals that may come from plants, other fruits, vegetables and plant proteins that consumers perceive as 'closer to nature' are also attracting consumers' attention."
Kerry experts add that in terms of specific health areas, "Beverages with immune-supporting properties have been popular with consumers in the wake of the epidemic. It makes sense to pair vitamins and minerals with other popular immune health ingredients. Other trending health need states include cognitive health."
"Forty percent of consumers globally say nutritional beverages are the preferred form of co-health benefits. This is a clear indication that demand continues for trendy products such as minerals like calcium and omega-3 ingredients."
By adding clean ingredients, beverage brands can produce beverages that support not only individual health, but also the health of the planet. "Adding familiar plant proteins and healthful ingredients such as pea protein, grains, legumes, nuts and seeds to smoothies, shakes, dairy and plant-based yogurt drinks and other functional beverages appeals to consumers seeking both healthful attributes such as protein fortification and clean labels. Beverage brands that increase transparency about the sources of vitamins, minerals and other functional ingredients can capture consumers' attention."
Shaanxi Huike Botanical Development Co., Ltd. a integrated enterprise which is focus on natural products, plant extract related products and services.We mainly focus on pharmaceutical, functional food, Freeze-dried powder,Natural Pigment,beverages and other business services.
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2022-12-9
Shaanxi Huike Botanical Development Co., Ltd.
