Kerry details consumer-led health strategies targeting mental wellness amid functional beverages boom
“Functional beverages market steps into a new era,” says company exec
04 Nov 2021 --- In a new report, Kerry explores consumer insights around mental well-being and functional beverages. According to the taste and nutrition company, the COVID-19 pandemic has catapulted drinks with added health benefits into the spotlight, as F&B formulators examine ways to stay ahead of the competition.
Pressingly, 40% of consumers have reported experiencing stress “during much of the previous day,” and Kerry addresses this with its beverage innovation.
Speaking to NutritionInsight, Daniel Sjogren, vice president and general manager of beverages at Kerry Europe and Russia, says the functional beverage market is in a new era.
“Consumer needs are driven by health priorities and understanding these concerns is key to successful innovation,” she stresses.
In its white paper, Kerry provides insights on European consumer health priorities with an overview of a significant investment in market understanding.“There is no time like the present for F&B companies to evolve the positioning of their brands into this dynamic space with product solutions that appeal to the future consumption needs, which are now evolving faster than ever.”
In its latest research, Kerry shares its findings on European consumer health priorities, notes Sjogren.
The COVID-19 effect
According to Sjogren, COVID-19 has had a “significant growth impact” on health and wellness-related categories across Europe.
He further states that one of the most enduring legacies of recent events will be an acceleration of consumer-led health strategies targeting mental well-being.
“As we move beyond the eye of the storm, it is clear that functional beverages will be one of the most dynamic categories across all geographies for the foreseeable future,” he underscores.
Kerry believes that credible product execution will be vital to building trust with consumers.
“Ongoing adoption of innovation in emerging spaces will be dependent on more than taste alone. Technical expertise backed up with clinical evidence for optimal beverage formulation is essential for gaining and retaining consumer confidence,” Sjogren explains.
“For food and beverage manufacturers, staying on top of emerging trends has never been so important.”
In Sjogren’s estimation, “we are only at the very beginning” of growing concerns about mental health across Europe.
“With every new generation, there will be an elevation in the importance of mental and physical well-being and more proactive consumers who will seek out products to support this,” he continues.
“The opportunity to create credible and appealing products at this time is not to be overlooked as these trends are now moving into mainstream shopping occasions.”
For younger audiences, health priorities extend toward mental health, with 54% of people under 40 claiming to have stressful lifestyles, says Kerry.
Beverages equipped to go beyond protein
The sports nutrition and gaming categories also hold untapped potential for functional beverages makers, as consumers in these categories seek products to help them maintain focus and energy.
Sjogren says that athletes at all levels have diverse nutritional needs that go beyond protein, which include cognition, immune health, digestive health and energy and alertness.
This rings true for gamers too. “Products that are said to deliver enhanced and long-lasting focus memory and processing speed – while being free of caffeine – are sparking interest with these consumers,” he details.
There is a clear role for immunity ingredients, in particular, he stresses. “When asked to rank the ingredients of most interest in the immunity space, consumers report a clear preference for vitamin C (85%), vitamin D (84%), honey (82%), probiotics (79%) and green tea (79%). There was also leading interest in ‘halo’ ingredients such as ginger, prebiotics and botanicals.”
Kerry’s functional toolbox
Kerry solutions include its SimplyNature botanical extracts, which deliver enhanced taste and clean labels, and TasteSense sweet, designed to retain flavor and mouthfeel.
Meanwhile, manufacturers can optimize nutrition with its dairy-derived and plant-based protein with ProDiem Refresh.
“We can also help customers deliver proactive health benefits, with Wellmune, for immune support, BC30 for digestive health, and EmulGold for fiber enrichment,” adds Sjogren.
By Elizabeth Green
