Weight management and sugar reduction trends change the beverage industry
January 15, 2024
Nowadays, as consumers increasingly associate weight with their feelings and physical functions, experts have noticed that people's attitudes towards weight loss have shifted towards a healthy weight, which encourages consumers to use active nutrition and exercise to support overall health.
Experts say that although fitness is important, a nutritious diet is the primary way for consumers to live a healthy life, rather than just focusing on their own weight. "More and more people are no longer focusing on controlling their diet, but rather on making dietary choices that they believe have a positive impact on their health. In addition, they don't just want to solve a single need. They may purchase substitute drinks for convenience, but they buy substitute ingredients to increase protein intake, provide a sense of fullness, promote weight control, and taste better."
Experts also point out that as more and more consumers seek a positive lifestyle, modern methods of weight management will only be strengthened. Weight management has become an increasingly popular focus among consumers.
FMCG Gurus's "2022 Active Nutrition Region Report" shows that "these consumers are taking comprehensive measures to improve their health, and many are taking proactive measures to improve their long-term health."
The products of prebiotics, probiotics, and post probiotics are a trend that has opened the door for beverage manufacturers.
In addition to adopting a holistic approach, experts also point out that consumers are increasingly aware of the connection between healthy weight and metabolic health, and view the gut as the root of health. "Consumers are gradually realizing the importance of various aspects of metabolic health, including weight. As a result, products that support microbiota solutions - including prebiotics, probiotics, and post probiotics - are becoming a trend, opening the door for beverage manufacturers to bring innovative products to the market that target consumers' weight management goals."
Given global health trends, experts point out that the demand for products that support weight management seems destined to increase.
Sugar reduction trend
Experts also emphasized the impact of sugar reduction trends on the industry.
The International Food Information Council (IFIC)'s 2023 Food and Health Survey points out that consumers prioritize reducing sugar as the primary method to make processed foods and beverages healthier. Meanwhile, consumers continue to stay away from artificial sweeteners. More than half of American consumers (52%) stated that not adding artificial sweeteners is a very important statement on food and beverage labels.
Experts predict that the trend of reducing sugar will not only have a widespread impact on beverages, but also on general packaged consumer goods (CPGs). "I think the entire CPG industry is about to undergo a dramatic change. Companies producing ultra processed, high carbohydrate, and high sugar products will experience a double-digit decline next year."
taste
In addition, another important factor affecting the beverage market is taste.
Experts cited Innova Market Insights' 2023 Health and Nutrition Survey as saying, "Currently, products do not always meet consumer expectations, with two fifths of people saying that weight loss products do not taste as good as regular products. Fortunately, ingredient suppliers continue to bring progress to the market, providing tools for beverage formula manufacturers to narrow these persistent gaps."
The form of functional drinks
Experts also emphasized how the form of functional drinks can meet the personalized needs of consumers.
"In the field of weight management, personalization in the life stage and flexibility in taste, form, and function are key to attracting consumers' attention, while beverages provide convenience. Health brands also have enormous growth potential, combining various functional ingredients into one beverage and targeting multiple health attributes in one product."
In addition, solutions that support the gut microbiota provide enormous opportunities. "For the beverage industry, scientifically supported post biological agents will greatly change the status quo, positively impacting manufacturing costs and processes with little or no impact on taste, which is a key aspect of successful RTD products."
