Beverage Industry logo
search
cart
facebook twitter linkedin youtube
  • Sign In
  • Create Account
  • Sign Out
  • My Account
Beverage Industry logo
  • NEWS
    • R&D News
    • Supplier News
  • PRODUCTS
    • New Products
    • Reader's Choice Poll
  • CATEGORIES
    • Alternative Drinks
    • Beer
    • Bottled Water
    • Cannabis Beverages
    • Carbonated Soft Drinks
    • Energy Drinks & Shots
    • Juice & Juice Drinks
    • Plant-Based Beverages
    • Sports Drinks
    • Tea and Coffee
    • Wine & Spirits
  • R&D
    • Beverage R&D Features
    • Ingredient Spotlight
  • PACKAGING
    • New Packages
    • Packaging Equipment
    • Packaging Material
  • OPERATIONS
    • Distribution
    • Plant Focus
  • TOP LISTS
    • Beer Market Report
    • Executive of the Year
    • State of the Beverage Industry
    • Top 100 Beverage Companies
    • Truck Report
    • Wholesaler of the Year
  • MEDIA
    • eBook
    • Podcast
    • Polls
    • Videos
    • Webinars
  • DIRECTORIES
    • Annual Manual
    • Contract Packaging Guide
    • Take a Tour
  • MORE
    • Classifieds
    • Channel Strategies
    • eNewsletters
    • Events
      • Membrane Technology Forum
    • Interactive Product Spotlights
    • Market Insights
    • Sponsor Insights
    • Store
    • White Papers
  • EMAG
    • eMagazine
    • Archived Issues
    • Advertise
  • SIGN UP!
R&D Features

Potential lies ahead for relaxation drinks

Millennials drive flavor expansion

By Amanda Del Buono
mellow mood

Marley’s Mellow Mood varieties contain a mixture of passion flowers, hops, chamomile flower, valerian roots and lemon balm. (Photo courtesy of Marley Beverage Co.)

relaxation drinks industry
mellow mood
relaxation drinks industry
July 16, 2015

Consumers are increasingly looking for functionality in their beverages. Beverage manufacturers are developing products that will appeal to consumers’ needs and wants including health, strength, energy and relaxation. Consumers are faced with daily stresses and more are turning to products that promote mental and physical relaxation as well as stress relief.

Santa Monica, Calif.-based IBIS World’s September 2014 “Relaxation Drink Production in the U.S.” report estimates that more than 70 million Americans have trouble sleeping. “Furthermore, the market extends beyond those who can’t sleep to those who have trouble focusing,” the report states.

“We see this as an underserved market,” says Bill Driessen, director at Taiyo International Inc., Minneapolis. “Not everyone wants to be stimulated via caffeinated energy drinks … there are consumers that are looking for beverages that offer something contrary to the energy drink. That something is a beverage that can offer calm relaxation, clarity and mental focus without drowsiness.”

Regulation prospects

Beverage-makers and ingredient manufacturers could face several challenges when developing new relaxation drinks in relation to regulations.

According to the report, relaxation drinks are regulated by the U.S. Food and Drug Administration (FDA) and are treated as dietary supplements. The FDA expresses concerns about the dosages and ingredients used in these beverages that could potentially result in stricter regulation, according to the report.

“Industry regulations, established under Food and Drug Administration (FDA) rules, have remained stable since the industry’s inception. Nevertheless, the FDA has shown interest in reclassifying some products as dietary supplements,” the report states. “Some of the ingredients used in relaxation beverages have not been approved by the FDA to be used as food ingredients, such as melatonin or kava. As a result, the FDA has gone after some producers to change their products or reclassify and label them as dietary supplements.”

Along these lines, local governments have begun to show interest in dietary supplement ingredients as well. New York State’s Attorney General, Eric Schneiderman, has made headlines with his investigations into the ingredients in dietary supplements.

“That was really something that hit the dietary supplement industry hard. That is certainly something to keep on the radar screen. See how the winds blow in the dietary supplement industry, because it will come over to functional beverages and foods,” says Russ Hazen, premix innovation manager at Fortitech Inc., Schenactady, N.Y.

According to Hazen, increased scrutiny and regulation of supplements in beverage formats really began with energy drinks. He says just a few years ago, energy drink companies were facing similar FDA regulation challenges for ingredients like caffeine and taurine.

“For the moment, these changes have yet to significantly impact relaxation drink production, but they remain a concern for operators and the viability of the industry as a whole,” the IBISWorld report states.

However, the report does state that regulation is something that the segment should be keeping an eye out for in the near future. “Concerns about the side effects of common ingredients in relaxation drinks, including melatonin, kava, alerian root, GABA, 5-HTP Tryptophan and L-theanine could potentially result in stricter regulations for relaxation beverages in the five years to 2019,” it states.

Body calming

Despite the possibility of heavier regulation for some relaxation and stress relief ingredients, melatonin-based relaxation drinks currently dominate the category comprising approximately 62.8 percent of the market. Kava-based relaxation drinks and L-theanine-based relaxation drinks round out the top three with 15.4 percent and 12 percent of the market respectively.

“Theanine has been shown to reduce both mental and physical stress while improving cognition and mood,” the IBISWorld report states.

Taiyo International, for instance, has seen much success with its Suntheanine brand 100-percent pure L-theanine. “[Suntheanine] offers the complete solution … it reduces the side effects of caffeine and provides true relaxation without drowsiness,” says T.P Rao, assistant general manager for Taiyo International.

According to Taiyo’s Driessen, consumers’ association of relaxation ingredients with drowsiness is a challenge that relaxation drink- and ingredient-makers will have to overcome. “Some of the ingredients that find their way into products that claim to promote a relaxed, calming effect also have the potential to create drowsiness,” he explains. “Early on, Taiyo verified through extensive research that Suntheanine does not cause drowsiness.”

The Chill Group Inc., a partner of Los Angeles-based L.A. Libations, accounts for just more than 30 percent market share. The company’s brand, Just Chill, is an L-theanine-based drink marketed to reduce stress and enhance focus.

“Just Chill is an all-natural ‘chill blend’ whose main properties include L-theanine,” the IBISWorld report states. “Unlike other industry products, Just Chill does not include melatonin and kava, which can cause drowsiness and are more commonly used in sleep-aid beverages.”

Just recently, AIDP Inc.’s Magtein, magnesium L-theonate, received FDA approval and GRAS status, according to Kathy Lund, vice president of business development and marketing at AIDP Inc., City of Industry, Calif.

According to Lund, the ingredient promotes focus and concentration, thereby reducing stress. “Magtein offers brain energy and reduces the chaos in the brain by rebuilding the brain neuron density naturally,” Lund explains. “We believe this is a more natural, healthful approach to stress relief.”

Looking at the label

Health-conscious consumers have become significantly more label-conscious, and millennials, in particular, are concerned about what they are putting into their bodies.

“The general consumer is label conscious now. One of those things people are realizing now is what’s going on with supplements and the benefits available. But many don’t want to take as many supplements in traditional delivery forms, like tablets. So they’re moving toward functional food and beverages to help,” Fortitech’s Hazen says.

IBISWorld notes in its report that the relaxation drink category is rapidly growing and beverage-makers continue to roll out new forms of these beverages with new ingredients that play to a range of consumer desires, one of which is, natural ingredient options.

However, according to Fortitech’s Hazen, there can be some beverage formulation challenges when working with some “natural” ingredients.

Hazen notes that these ingredients can have limitations when it comes to taste. “Some botanicals and amonios don’t really have a great taste,” he explains. “So if you’re going to try to put these in a product and make it successful, you have to find a way to make the final product taste acceptable. Careful selection of complimentary flavor profiles or flavor maskers can often help.”

Hazen also says that solubility is another challenge beverage-makers can face when using natural ingredients. He says that some of these ingredients can cause cloudiness or settling as well.

 Continued ingredient innovations will play a key role for success in the future. However, regardless of regulations, IBISWorld predicts that the $152.9 relaxation drink industry, excluding ready-to-drink teas, dairy-based drinks and carbonated beverages will grow 11.5 percent annually throughout the next five years.  

KEYWORDS: beverage ingredients dietary supplements relaxation beverages

Share This Story

Looking for a reprint of this article?
From high-res PDFs to custom plaques, order your copy today!

Amanda del buono

Amanda Del Buono, former associate editor of Beverage Industry, wrote and edited for the magazine’s print and online components. She also represented the magazine at trade shows and events. She earned a Bachelor of Science in Journalism from The University of Missouri - Columbia.

Recommended Content

JOIN TODAY
to unlock your recommendations.

Already have an account? Sign In

  • top 100 beverage companies

    Top 100 Beverage Companies of 2024

    For the global beverage market, mergers and acquisitions...
    Sports Drinks
  • Chocolate, Strawberry, Vanilla shakes

    Classic flavors provide reliable, consistent results for beverage-makers

    Classic flavors of chocolate, vanilla and strawberry...
    Ingredient Spotlight
    By: Chloe Alverson
  • Free Spirits Instant Bar Bundle

    Lifestyle trends drive growth for non-alcohol category

    As lifestyle trends continue to drive growth for the...
    Wine & Spirits
    By: Lauren Sabetta
Manage My Account
  • eNewsletters
  • Online Registration
  • Subscription Customer Service
  • eMagazine Subscription
  • Manage My Preferences

More Videos

Sponsored Content

Sponsored Content is a special paid section where industry companies provide high quality, objective, non-commercial content around topics of interest to the Beverage Industry audience. All Sponsored Content is supplied by the advertising company and any opinions expressed in this article are those of the author and not necessarily reflect the views of Beverage Industry or its parent company, BNP Media. Interested in participating in our Sponsored Content section? Contact your local rep!

close
  • Fourpeople toasting with cocktails made with low-sugar ingredients, celebrating healthier drink options.
    Sponsored byCargill

    What’s Hot in Sugar Reduction: Beverages

  • chocolate milk
    Sponsored byCargill

    Sweetening the Future for Dairy and Dairy-Alternative Beverages

  • woman pouring a drink
    Sponsored byFFP

    Building a Beverage System: Meeting Consumer Demand for Precision Wellness

Popular Stories

Celsius Fizz Free

CELSIUS launches new Fizz-Free flavors

PepsiCo.jpg

PepsiCo advances AI agenda

Narragansett Beer 1975 cans

Narragansett Beer celebrates 50 years of ‘Jaws’

Top 100 Beverage Companies of 2024

Events

April 16, 2025

2025 State of the Industry Series: Alcoholic Beverages

On Demand In Beverage Industry’s annual State of the Industry: The Alcohol Beverage Market, analysts at S&D Insights LLC delve into these trends and how they’re shaping the industry.

July 15, 2025

Understanding the Best Material Type for Your Conveyor Systems

Leveraging decades of beverage production expertise, join Regal Rexnord’s Jeremy Fryman, Beverage Industry Marketing Manager and Tom Eure, Senior Account Executive as they dive into the landscape of plastic conveyor belt materials on the market and how to select the proper material type by application.

View All Submit An Event

Poll

Retail Coffee Segment

What retail coffee segments will fare well into the next year?
View Results Poll Archive

Products

Milk and Dairy Foods Nutrition, Processing and Healthy Aging

Milk and Dairy Foods Nutrition, Processing and Healthy Aging

See More Products

Related Articles

  • Last Drop: What lies ahead in 2011

    See More
  • mugJess

    Busy fall season lies ahead

    See More
  • Diet Coke glass bottles

    2016 Soft Drink Report: Soft drink sales decline, craft soda has potential

    See More

Related Products

See More Products
  • The-Soft-Drinks-Companion.gif

    The Soft Drinks Companion: A Technical Handbook for the Beverage Industry

  • 144433381X.jpg

    Chemistry and Technology of Soft Drinks and Fruit Juices, 3rd Edition

  • GlobalData_Consumer.jpg

    Top Trends in Alcoholic Drinks

See More Products

Related Directories

  • The Drink Ink

    The Drink Ink is the premier supplier of beverage development and beverage manufacturing. The Drink Ink specializes in custom and private label beverages, energy drink manufacturing, beverage formulation, beverage development, beverage co packing and beverage production for energy drinks, supplements, sodas, carbonated beverages, relaxation drinks and other functional beverages.
×

Elevate your expertise in the beverage marketplace with unparalleled insights and connections.

Join thousands of beverage professionals today. Shouldn’t you know what they know?

JOIN NOW!
  • RESOURCES
    • Advertise
    • Contact Us
    • Directories
    • Store
    • Want More
  • SIGN UP TODAY
    • Create Account
    • eMagazine
    • eNewsletter
    • Customer Service
    • Manage Preferences
  • SERVICES
    • Marketing Services
    • Reprints
    • Market Research
    • List Rental
    • Survey/Respondent Access
  • STAY CONNECTED
    • LinkedIn
    • Facebook
    • YouTube
    • X (Twitter)
  • PRIVACY
    • PRIVACY POLICY
    • TERMS & CONDITIONS
    • DO NOT SELL MY PERSONAL INFORMATION
    • PRIVACY REQUEST
    • ACCESSIBILITY

Copyright ©2025. All Rights Reserved BNP Media.

Design, CMS, Hosting & Web Development :: ePublishing