'Now' generation seeks nutrition in beverages
Growth in demand for products aimed to help proactively manage health has been observed by the Kerry Health and Nutrition Institute.
This includes ‘specific need states’ such as energy and immunity and is especially true for beverages with health claims previously found only in supplements.
At the heart of this trend is innovation in functional ingredients designed to deliver those health benefits, but scientific research demonstrating a true health benefit, as well as research on safety for regulatory compliance, is critical.
Kerry sees a transition from supplements to beverages with a focus on soluble ingredients along with taste, cost and convenience. Ingredients should resonate with consumer beliefs about health but also be shown to have a demonstrated health benefit in scientific studies.
The top five short-term ‘need states’ would include beauty, immune support, digestive health, energy and weight management.
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