Functional ingredients could boost the drinks sector

Functional mixers and natural ingredients could give the UK drinks market a shot in the arm, a report has said.

Mintel''s On-trade Soft Drinks 2007 said an emerging trend in consumers aged 20 to 30 is to offset alcohol intake - especially excessive amounts - by consuming fortified health beverages and organic food. This "detox/retox" mix could even be added to an alcoholic beverage through ingredients such as milk thistle, to help counteract hangover symptoms, Mintel said.

The report points out two crucial steps for beverage makers and ingredients suppliers, who can take advantage of the trend by either offering detox specific products filled with functional ingredient. Companies could also follow Mintel's advice and use natural ingredients to boost the body's hydration as a mixer which can be drunk with alcohol. Mintel's message also adds support to an increasing trend for companies looking to add nutraceuticals to drinks to help boost consumer health and well- being.

UK ingredient company Coressence will have its flavonol-rich Evesses Juice added to a line of organic drinks aimed at improving vascular health. Indeed, Provexis launched its tomato-based Sirco drink in UK supermarket chain Tesco, Waitrose and Sainsbury's in January 2006, and reported sales of the first three months of £140,000 (c €205,000). According to a report by drinks company Britivic and market researcher Nielsen, the market for functional drinks enjoyed value growth at 18 per cent in 2006. The report added that consumers were shunning processed drinks in favour of pure and natural drinks.

Well-being drinks, those which offer health benefits beyond basic nutrition, is the third fastest growing drinks category and has now reached £841m in value. Functionailty is becoming the buzz word for all types of drink sectors. Last week the global functional dairy drinks market was predicted to see 600m litres consumed reach €6,250m in value, according to Zenith International.

By Alex McNally, 2 Oct 2007, Food Navigator Europe