Consumers’ increased focus on health and performance has been exacerbated by the pandemic’s influence on immunity-focused consumers. Meanwhile, beverage-makers are innovating ways to fortify beverages in ways that also deliver on taste and texture.

With beverage-makers increasingly seeking ingredients that deliver a specific function, the functional beverage market is addressing a wide range of product attributes, experts note.

Vitamins and minerals are helping to give beverages a competitive, nutritional edge.

As the popularity of high-protein and reduced-sugar beverages continues to grow, formulators look for new ways to perfect the process while maintaining the texture, mouthfeel and taste of their products.

As health-conscious consumers seek out premium products with added vitamins and minerals, beverage companies are developing new products that contain vitamins and minerals.

Because of its association with breakfast, brand owners continue to search for ways to help juice extend to broader daily consumption

When it comes to beverage fortification, beverage-makers have embarked on their own quest to provide consumers with functional cognitive performance and energy, and ingredient suppliers are ensuring brand owners have more options that will support these dual benefits.

Consumers now are looking for products that are not just healthy, but also will support their personal nutrition goals.

The juice and juice drinks category has been challenged to maintain its share of the beverage market as consumers look for products that contain less sugar. On the upswing, juice concentrates experienced dollar sales increases of 4.5 percent for the 52 weeks ending May 14 in U.S. multi-outlets and convenience stores, and shelf-stable bottled juices were up 1.1 percent for the same timeframe, according to Chicago-based Information Resources Inc. (IRI). However, IRI data indicates that dollar sales for aseptic juices were down 0.7 percent, canned juices were down 1.6 percent and refrigerated juice/juice drinks were down 1.5 percent. 

Adding to its lineup of plant-based products, Vega US LLC introduced Vega Protein+ Shake, a ready-to-drink plant-based protein product.