In recent years, with the improvement of the standard of living of the people of China, people’s concept of life has begun to transform from the material survival issues into quality of life, as the premise of the pursuit of all the “health” of this topic has also been re-examined and redefined. This “health” dimension is no longer limited to not get sick, but the pursuit of a higher level of health, including both the external state of the overall state of the spirit of good, but also contains the internal immune system resistance. People’s understanding of health care is no longer limited to medicine and health products, but to functional nutritional food and beverage extension.

Functional and nutritious food and beverage is more convenient and easy to obtain, more integrated into all aspects of life, close to the scene of life, such as fitness people prefer to drink energy drinks to replenish physical strength during exercise, mental workers in the work and study more like to drink to improve memory and stabilize mood-type drinks, weight loss people are favored by the meal replacement or promote the stool type of food and beverage.

Return to natural immunity first

In the last decade, the number of foods and beverages claiming to be made from natural ingredients has reached over 600,000 varieties. The functional beverage market is closely related to outdoor sports, and human beings have been calling for a “back to nature, healthy diet”, and their desire for health is unprecedented.

Ingredients with immunity benefits are not only limited to trace elements familiar to consumers. Immunity management products around the world are beginning to utilize natural nutrients. For example, in the ancient Indian system of Ayurvedic medicine, turmeric is widely regarded as an integrative herb, in fact, for its excellent ability to prevent inflammation and viral infections.

Curcumin is the most important active ingredient in turmeric that plays a pharmacological role. In Chinese medicine, turmeric is believed to move qi, disperse wind and blood, and relieve menstrual pain.

Modern medicine shows that curcumin also has special medical effects, mainly manifested as excellent anti-inflammatory and anti-viral, antioxidant, with the protection of the liver, improve immunity, enhance memory, protection of cardiovascular and joints and so on. It is mainly used in medicine and health care products, food and beverage, in which it is often used as a natural coloring agent and functional raw material in food and beverage.

In fact, in the United States, Canada, Europe, turmeric extract in the field of food and beverage has been more mature functional ingredients, in the global beverage innovation, turmeric extract and vitamins, probiotics, ginger and other nutrients such as combinations are emerging.

Beverage innovation Keeping up with the trend

Mood Management Direction
In recent years consumers have sought more products and services that benefit mental and emotional health. Functional formulations and multisensory products with emotional appeal will help food and beverage brands capture a greater share of the many mental and emotional choices.

Recently, a research report published in the international journal Nature Communications, scientists from the University of Queensland and other institutions by conducting the world’s largest peptic ulcer disease (peptic ulcer disease) genetic factors of the study, confirmed the link between depression and the organism gastric ulcers.

Curcumin’s excellent anti-inflammatory properties play a positive role in the treatment of peptic ulcer disease, and probiotics are uniquely suited to treating intestinal disorders, with gamma-aminobutyric acid playing a direct role in improving sleep, stabilizing moods, and promoting intestinal health. Therefore, the innovative combination of curcumin + probiotics + γ-aminobutyric acid provides new options for people to cope with emotional problems.

Immunity Acquisition Direction
In a May 2020 report based on a survey of 3,000 internet users aged 18-49, Ingenics reported that 70% of users would be interested in trying functional beverages because of fatigue-relieving claims, and 56% because of immune-boosting claims.

Curcumin, anthocyanin, algal blue protein, ginseng extract and dendrobium are the effective ingredients for boosting immunity and relieving fatigue.

Low Sugar Direction
Low sugar has been the hottest topic in the beverage industry for the past two years, and younger consumers are particularly concerned about sugar content and calories. 53% of 18-24 year olds (vs. 41% of 40-49 year olds) will check the calorie content before making a purchasing decision, while 51% will check the sugar content (vs. 44% of 40-49 year olds ). Concerns about energy intake are predominantly among women aged 25-29; 18% of them will check the calorie content first.

Products targeted at younger consumers will benefit from “low/no/reduced sugar” or “low/no/reduced calorie” claims. Looking at the top 10 exports of extracts from 2014-2019, steviol glycosides have consistently ranked first.

Stevioside has become the most used sweetener in new food and beverage products after sucralose and acesulfame due to its natural, high sweetness, low calorie, and health benefits. Therefore, considering the use of a “cutting-edge” ingredient: steviol glycosides as a natural sweetener for turmeric beverages, the market potential is huge.

Direction of Flavor Selection
With the strong growth in consumption of sports and energy drinks in recent years, consumers are beginning to feel limited by the homogeneity of the choices available in the market. 45% of consumers agree that the choice of flavors in the market for functional beverages is limited.

Influenced by the modern concept of “back to nature, healthy diet”, more and more consumers want to return to the taste of natural food itself, and the application of fruit juice can bring rich flavor and nutrition to the beverage.