Issue Summary
Beverage fortification is hardly new; the industry has been adding vitamins A and D to milk for generations, and it’s been years since orange juice began surpassing milk—for some consumers, at least—as a primary source of calcium. But now that traditional vitamins and minerals are a given in good-for-you drinks, consumers want more; they are looking for nutrition that goes above and beyond the status quo—be it extra nutrition or condition-specific benefits.
Table of Contents
Market Watch: Bonafide Beverages
The fortified beverage sector is booming—consumers want their beverages to do it all, and to do it with better-for-you ingredients. One of the keys to unlocking this sector's cap is customer loyalty, which means beverage companies need to create products that taste good, and cater to consumers’ lifestyle changes and health concerns.
Beverages with Benefits: Fortifying Functional Beverages the Right Way
What’s the surest sign that functional beverages have reached their apotheosis—or just jumped the shark? A protein-focused beer? Perhaps not, but contemporary functional beverages, nevertheless, have a wide variety of benefits they can deliver, albeit they have their challenges.
The Last Bite
Food product designers are paying attention to the trends and taking advantage of strategies and information to develop fortified beverages the right way.
Takeaways for Your Business
Consumers are still sweet on sports-related beverages, but they're fed up with their typical sugar-laden lineup
Beverage fortification is hardly new, but consumers are looking beyond the basics to extra nutrition or add benefits
The difference, assuming there is one, between functional and fortified beverages
