Consumer preference for wellness ingredients has been shifting from traditional supplement formats, like capsules or tablets, towards foods and drinks with functional properties, which are often perceived as a more natural and less intrusive approach to health and wellness.
As a result, functional beverage launches are accelerating globally, with energy drinks, FAB, iced tea & carbonated soft drink applications all on trend for formulation with botanical ingredients.
Beverages represent a convenient category that eases the intake of bioactive botanicals, as beverage consumption is a natural habit associated with a healthy lifestyle, social activities, relaxation, and mindful rituals. Natural sources of caffeine and hydration, like guarana, coconut water, green tea extract, and ginger, continue to lead botanical adoption, while sources of natural vitamin C and ashwagandha are driving growth.
To further explore the formulation possibilities in this category, Givaudan recently conducted a global consumer survey to gain insights into consumer needs and core purchasing motivations - including information on key botanicals and color expectations.
Understanding consumer needs
The ...