EDITOUR PETplanet Insider Vol. 23 No. 06/22 www.petpla.net 18 Functional beverages: A growing category with further potential Beverage trends in Europe Döhler is a global supplier of technology-driven natural ingredients and integrated solutions for the food and beverage industry. As part of our European Road Show, the company has summarised trends in the European beverage market for PETplanet: Being fit and healthy is among the most important lifestyle and dietary trends today. Consumers are actively looking for products that both taste delicious and offer healthy nutritional value. This has driven demand for “Functional Beverages”, which are enriched with ingredients such as plant-based proteins, botanicals and amino acids. They taste good and have established themselves as top sellers in recent years, in line with the trend towards a health-conscious, natural and plant-based diet. These solutions offer to combat tiredness, improve digestion, support the immune system and help in recovering from stressful days, among other benefits. Natural ingredients and product positioning Functionality in food & beverage is often achieved through the addition of artificial ingredients. However, consumers increasingly and explicitly want to avoid artificial additives and so brands are seeking functional solutions that also qualify as ‘natural’ and deliver a solution that balances taste, functionality and outstanding product stability, to meet consumer demand. Brands often search for ingredients that evoke positive emotions for consumers and thus add an emotional benefit to products. However, consumer perceptions of benefits differ by region, as do the regulations around positioning and claims. Doehler’s global network of experts understands the intricacies of these positionings, whether functionality is offered with a ‘hard’ or ‘soft’ claim. Doehler’s application teams create products with emotional added value by using botanical extracts, juices & purees, as well as teas & botanical infusions that also deliver unique taste sensations and offer positive benefits to consumers. Immune-boosting ingredients, such as vitamins and minerals, can allow claims with scientifically backed effects. Sustainability as a key driver Consumers are, increasingly, demanding responsibly crafted products and supporting those that contribute to environmental protection and fair trade, with transparent origins and production conditions. This means that successful offers should focus not only on naturalness of ingredients and added value, but also on factors such as eco-friendliness and sustainability. Whether for ethical or health reasons, plant-based nutrition is seeing continued growth, with more and more consumers deciding to reduce or eliminate animal products from their diet. Plant-based proteins, fruits and vegetables and dairy-free ingredients made from oats, almonds, rice or coconut can be used to create inspiring product concepts that meet the current lifestyle & spirit. Plant-based proteins are becoming increasingly important. Functional drinks that support physical performance as well as recovery of the body through high protein content derived from dairy or plants, as well as meal replacement drinks, are in demand. Tour Sponsors:
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