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drinkworld Technology + Marketing 2/2022

  • Text
  • Harnischcom
  • Drinkworld
  • Cider
  • Integration
  • Ingredients
  • Reference
  • Marketing
  • Beverage
  • Packaging
  • Density
  • Consumers
drinkworld Technology + Marketing is the leading magazine for the entire drinks industry worldwide. Feature articles and short communications cover the whole spectrum of processing, bottling, raw materials, logistics, packaging and marketing of beverages. We also report on special topics of regional interest and the trends in the beverage industries worldwide. Readers are executives and decision-makers in the brewing, dairy and mineral water industries, manufacturers of non-alcoholic drinks, wine growers and bottlers.

Ingredients Functional

Ingredients Functional Ingredients: Reinvigorating the Beverage Industry As consumers look to address their health and wellbeing in ways previous generations have not done so, they are becoming more aware of the ingredients within their diets. Not only are consumers seeking to moderate and avoid dietary evils, but are also looking to boost their intake of functional ingredients, which offer a health boost beyond basic nutrition. So, what does this mean for the beverage industry and how can brands meet the ever-changing need states of consumers in 2022? Consumers across the globe turn to a variety of non-alcoholic beverages on a regular basis. However, the past six months show that consumption habits are changing. FMCG Gurus consumer insights show that consumers are making active attempts to reduce their intake of drink categories that are synonymous with sugar, whilst increasing their intake of drinks associated with the better-for-you movement. This is highlighted as 38% of consumers who drink cola state that they have reduced their intake, compared to 54% of consumers who drink functional juice/water have increased. Consumers have also increased their consumption of, protein drinks & vitamin instant beverages. This shows that people are taking a prevention-over-cure approach to health and are actively looking to boost their levels of wellbeing, even if they deem themselves to be in good health. Given that consumers are being more attentive to the ingredients used in beverages, it is no surprise that four in ten people say that they regularly 14

Ingredients check the nutritional labeling of non-alcoholic drinks. When checking nutritional labeling consumers would like to see a number of different claims. Firstly, consumers will look to seek out the sugar content. Sugar is still seen as the number one dietary evil, as many consumers associate it with health problems such as diabetes and obesity. Although consumers will look to reduce their sugar intake, there is still an attitude vs behavior gap as consumers can struggle with the sensory appeal of low/no sugar drinks. Secondly, consumers will look to protein content. Protein is an ingredient that has a significant health halo, with a number of consumers looking to increase their protein intake due to its associations with boosting general health. Over the last two years, consumers have become more conscious of their health, due to the pandemic. Consumers are not overly satisfied with a number of health areas and are questioning their diets and lifestyles. As a result of this, consumers are taking a proactive approach to health and seeking out products with functional health claims, even if they do not feel that they are suffering from specific symptoms. This means that consumers want to see a variety of functional claims across beverage categories. Products that carry a variety of claims and ingredients will be of high appeal because of the association with maximum efficacy. FMCG Gurus consumer insights show that 44% of global consumers find immune boosting claims appealing. Consumers also find high in vitamins and probiotics claims highly appealing. This is due to consumers wanting to address their digestive health and immune health, as consumers recognize the link both have on their overall health and wellbeing. As consumers become more and more conscious about their health, they will look to seek out functional ingredients that support this. This is something that has had a direct impact on beverage consumption habits. Active ingredients that are associated with a variety of benefits, such as protein and vitamins and minerals, will appeal to those looking to improve their dietary habits, enabling beverages to be positioned around being guilt-free and conveniently nutritious. Your newsletter registration at: www.harnisch.com Digital as usual. The newsletter of Dr. Harnisch Publications Always know the latest news? In addition to our print magazines, we will keep you up to date with our newsletter free of charge. Receive current information and exclusive content from various industries. You can register for the newsletter at: www.harnisch.com drinkworld Technology + Marketing · June 2022 15

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