As beverage-makers continue to develop products that do more than satisfy consumers’ thirst, the number of beverages that carry a functional claim continues to increase. According to “Functional and Natural Ready-to-Drink Beverages in the U.S.,” a report by Rockville, Md.-based market research publisher Packaged Facts, sales of energy drinks, ready-to-drink (RTD) teas and sports drinks have helped the functional and natural RTD beverage market grow to $23 billion.
“What I’m seeing in the industry right now is a move toward functional beverages,” says Patrick Anderson, western regional sales manager for Terry Laboratories, Melbourne, Fla. “The herbs and botanicals that are being used in beverages now are being asked to perform as an enhancement to the actual beverage itself.”