Some 60 to 70 million Americans suffer from a wide range of digestive health issues, including constipation, diverticulosis, diarrhea and Crohn’s disease, according to the National Institutes of Health. The demand for products containing fiber, prebiotics, probiotics and “good” bacteria is on the rise as functional beverages to combat illnesses and improve consumers’ overall health have moved from niche products in specialty stores to mass retail and grocery store chains.
“Overall, this shift in consumer attitudes is upping the demand for new offerings in the functional beverage space. Convenient, better-for-you and experience beverages that offer targeted health benefits are in demand,” says Michael Bush, executive director for Wellmune and GanedenBC30 at Beloit, Wis.-based Kerry. “Because of this, leading manufacturers are looking to create functional beverages that align with consumer interest and values. As a proof point to this, we are seeing more demand for functional ingredients and beverages that include probiotics because of the digestive and immune support benefits they offer.”