Recently, the Japanese brand Kolby announced the update of its "Kolby Lactic Acid Bacteria Science Series" to a new "Kolby" brand health series. The drinks "PLUS Corbis Sleep Intestinal Health", "PLUS Corbis Immune Support", and "PLUS Corbis Body Fat Care" will be launched on April 30th.
With the increasing awareness of consumer health, the demand for beverages has gradually extended from a single "good drink" to demands for intestinal health, immune function enhancement, and so on. In addition, sugar free drinks, multi flavored mixed drinks, artificial intelligence drinks, etc. have also become the focus of major brands.
From the perspective of consumer habits, in the post pandemic era, consumers are gradually returning to rationality, placing greater emphasis on physical health, and pursuing a higher quality of life. This shift in consumer awareness and values also affects the trend of beverage innovation in 2024.
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Innovation trend 1: Gut health is highly valued
In recent years, the pace of urban life has been accelerating, and unhealthy habits such as irregular sleep patterns, frequent takeout, and excessive consumption of tobacco and alcohol have affected people's gastrointestinal health. Various gastrointestinal problems have become increasingly common. As an important component of the digestive system, the gastrointestinal tract carries functions such as food transport, digestion and absorption, and nutrient uptake. The importance of protecting intestinal health is self-evident.
According to the "Insight Report on Workplace Gastrointestinal Health", a fast-paced lifestyle has gradually led to a younger age of gastrointestinal diseases. In 2023, one out of every three adults will suffer from gastrointestinal problems, and 79% of the population with gastrointestinal discomfort is between the ages of 25 and 50.
Probiotics are common ingredients that regulate the gut microbiota and support intestinal health. In addition, ingredients that support gastrointestinal health include prebiotics, dietary fiber, postbiotics, and synbiotics.
The VITAGUT brand has launched a berry beverage that includes prebiotics, probiotics, and 19 different herbs. Suitable for adults and children, it can promote oral, esophageal, and overall gastrointestinal health.
Health Ade has launched the "Glow Up" Kombucha series, which focuses on intestinal health. It claims that its products contain up to 6 billion CFU of active probiotics when bottled. Kombucha is a fermented tea containing live probiotics and organic acids that can support intestinal health.
In China, dairy brands such as Mengniu and Guangming have also launched products that protect the digestive system. For example, in the second half of 2023, Mengniu launched a new product called Youyi C Qingkuai. The patented probiotic MN Gup in this product can effectively promote intestinal peristalsis, accelerate the secretion of digestive fluid in the intestine, and to some extent promote metabolism.
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Innovation trend 2: From "sugar substitutes" to truly "sugar free"
In the past three years, sugar free beverages have become popular and the consumption scale has grown significantly. According to consumer data from Yingminte, 75% of consumers said they would choose sugar free or low sugar tea drinks, but consumers do not want to sacrifice taste while pursuing health. On the one hand, the demand for natural sweeteners from consumers is constantly increasing, and many fast-moving consumer goods companies are exploring more natural and healthier sweeteners. On the other hand, some brands choose to implement "sugar free" to the end, as their products do not contain sugar or sweeteners, but still ensure a good taste.
Adding natural sweetener products: Recently, Body Armor, a sports drink brand under Coca Cola, launched a zero sugar product. The newly launched drinks include four flavors: fruit punch, lemon lime, orange, and cherry lime. Compared to the regular version, the zero sugar version contains more potassium, magnesium, zinc, as well as vitamins B and C. The main sugar substitute in BodyArmor zero sugar products is stevia, which is a natural plant-based sweetener. The sweet ingredient steviol glycoside has the characteristics of high sweetness and low calorie content.
The Tastelli brand has launched a sugar free beverage containing collagen, mainly composed of purified water, erythritol, ascorbic acid (vitamin C), citric acid, etc. It has multiple flavors such as peach, mango, and pineapple. The main sugar substitute in Tastelli's sugar free beverage is erythritol, which is naturally present in fruits, vegetables, and fermented foods. It is a low calorie, safe natural sugar substitute.
Sugar free products: Oatly has launched a new North American beverage product for the first time in five years: sugar free and "super basic" oat drinks. According to the company, the sugar free version of oat milk is sugar free and contains 40 calories; "Super basic" oat beverage only contains four basic ingredients: water, oats, sea salt, and citrus peel fiber.
According to Oatly's official introduction, sugar free oat beverages contain substances such as fiber, vitamins, calcium, and iodine, which may not taste as sweet. However, when the carbohydrates in oats enter the human body, they are broken down into maltose, allowing the body to obtain energy.
Under the trend of "sugar free", domestic brands such as Yuanqi Forest, Nongfu Spring, and Kangshifu are all making efforts on the sugar free track. Among them, Yuanqi Forest also combines "sugar free" with functional drinks.
At the end of 2023, Yuanqi Forest launched a new functional beverage called Super Burn, which features zero sugar, zero fat, and zero calories as its selling point. Its patented formula ingredient, Phytolin polyphenols, can help reduce the percentage of total fat; Green tea catechin EGCG can increase energy metabolism; L-carnitine can maintain metabolic levels. "Super Burn" is specially developed for people who exercise and weight control.
It is not difficult to see that behind the increasing awareness of "sugar free" among consumers, there has been a change in the overall demand for Chinese food consumption: from the past consumption based on taste, gradually shifting towards consumption based on quality, health, and nutrition.
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Innovation trend three: The application scenarios of functional drinks are gradually increasing
Currently, functional drinks on the market are widely popular among office workers and students for their sports, vitality, and other characteristics. In addition, with the increasing proportion of young people staying up late and the increasing work pressure of office workers, the consumption scenarios of functional drinks are also gradually increasing. Sub functional drinks such as relieving fatigue, soothing emotions, protecting eyes, relieving alcohol and protecting liver are gradually emerging.
The American brand 5Hour Energy has launched a vitamin based energy drink that contains a blend of caffeine, vitamins (B3, B6, B12), taurine, malic acid, and other energy ingredients. Helping people effectively relieve fatigue and maintain clarity and focus.
Drink Recess Inc has launched the Recess Mood functional drink, which is infused with magnesium and soda water to soothe the mind and boost mood. L-theanine and lemon balm help the body and mind stay calm and balanced.
Yuan Research Institute has launched a blueberry composite fruit and vegetable juice, which contains blueberry juice and anthocyanins, which can effectively alleviate eye fatigue.
SNOBEL, an American brand, has launched a liquid drink that helps relieve hangover and protect the liver, mainly composed of patented yeast β- Extracts from plants such as pectin and artichoke can reduce the damage of oxidative stress to the liver.
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Innovation Trend 4: Artificial Intelligence Beverages are Emerging
With the continuous popularization of new technologies and the rapid development of the Internet, artificial intelligence has been widely used in all walks of life, including the beverage industry. By collecting and analyzing big data, artificial intelligence can respond in real-time to the constantly changing preferences and needs of consumers, helping beverage companies determine which flavor products to launch next.
Recently, Coca Cola launched the Coca Cola Y3000, which is said to be the first taste created jointly by humans and artificial intelligence. Coca Cola stated that the brand has created Y3000 by combining artificial intelligence with humans to understand how people can envision the future through factors such as emotions, desires, colors, and tastes.
Hungarian functional beverage manufacturer HELL ENERGY has launched the world's first fully AI developed functional beverage. It is reported that the product is created by an artificial intelligence system in terms of design, formula, taste, and detailed taste evaluation. The ingredient formula of the product includes caffeine and four B vitamins (B3, B5, B6, B12).
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Summary
Currently, people are becoming more aware of their own needs and placing greater emphasis on the quality and health attributes of products. On the one hand, the beverage market is constantly upgrading and industry standards are also improving; On the other hand, consumers are gradually returning to the rational, on-demand, and moderate nature of consumption. But no matter how the market changes, only those enterprises that can keep up with consumer demand and constantly innovate can achieve greater success in 2024.
