Probiotics within a variety of beverages are addressing consumers’ need states, including improving gut health and immunity, promoting weight loss, enhancing cognitive function, and even improving libido.
Adaptogens take center stage in the new blood orange guava-flavored ‘Happy’ shot
January 12, 2022
Minneapolis-based So Good So You launched its newest blend: Happy. The organic blood orange guava cold-pressed juice shot is powered by ashwagandha, an adaptogen that helps the body regulate its functions, including mood and mental clarity, the company says.
In the beverage market, functionality has become the figurative propulsion system driving new product development. Product claims such as hydration, immune support and digestive health are just some of the functions influencing new beverages.
Across the globe, consumers are more engaged with consuming probiotics, according to a survey from Kerry ProActive Health’s division. Beverage-makers are taking an active role in helping fulfill this growing need state.
Consumer demand for immune-supporting ingredients is on the rise, leading beverage brand and ingredient companies to innovate with immune-health-focused ingredients that push the envelope.
The kombucha market is trending high as consumers seek functional foods and beverages to fulfill a healthier, more tailored lifestyle. The kombucha market is growing at a CAGR of 52 percent from 2016-2020, reports Innova Market Insights.