What’s Your Function?
After attending Natural Products Expo West in Anaheim, Calif., last month, any doubt I might have had about the growth of natural and organic beverages is long gone. After the show’s close, New Hope Natural Media, the host of the show and a division of Penton, reported a record number of new natural and organic product launches, as well as record exhibitor and attendee numbers.
This year’s carbonated soft drinks report (page 24) also demonstrates that consumers continue to shift their preferences toward healthier offerings, in turn challenging the soft drinks market. Market research firm Mintel points out that caffeinated alternatives like energy drinks and ready-to-drink teas create further competition. However, considering the multitude of functional beverages showcased at Natural Products Expo West, I wonder whether these drinks also might be stealing a piece of the market.
At the show, LifeStyle Brands International LLC highlighted its sparkling Uvé weight-loss beverages, and All In Beverage LLC showcased its A-Game cross-functional drinks, which are enhanced with sea salt, honey and B vitamins for rehydration, nutrition and energy, the company says.
Also at the show, Easy2Live LLC presented a line of 2-ounce dietary supplement shots designed to help consumers focus, relax or sleep; Nawgan Products LLC displayed its line of alertness beverages; Ecosentials LLC showcased its Vitamin Squeeze Powder Water Enhancers with varieties to provide energy and vitamins; and this month’s Up Close With-featured company RealBeanz (page 36) exhibited its line of seven functional iced coffees.