Consumers continue to search for ways to fit health and wellness values into their often too-busy schedules, which has led to a thriving marketplace for better-for-you products. Within this trend, manufacturers are offering fortifications that help to provide essential nutrients that consumers might be missing in their everyday diets and routines. To further target products, some beverage-makers seek fortification solutions — both necessary and innovative — that are specifically tailored to men’s, women’s and children’s health.
The last year has shown growth in new product releases that target the adult portion of the population, according to data from Chicago-based Mintel’s Global New Products Database (GNPD). In 2010, one non-alcohol beverage launched in the United States with a female demographic-specific claim, but Mintel GNPD data shows the figure increased to 12 non-alcohol beverages introduced specifically for females through Oct. 25, 2011. For men, Mintel GNPD data show that four new non-alcohol beverages launched with a male demographic claim through Oct. 25, which establishes the market niche considering that no products were launched citing a male target in 2010.