Now more than ever consumers are embracing food and beverages with functional benefits that address immunity, stress, digestion and sleep. While better-for-you options are not new, consumers are turning their focus to classic products that incorporate nutritional elements during the pandemic.
Beverages with a Boost
Innovation in the functional beverage segment continues to gain market traction with 44% of consumers preferring their drinks to contain nutritional benefits. Hartman Group research reported that 62% of consumers believe beverages play “a very important role in health and wellness.” Elderberry, probiotics, and turmeric are making their way into many health-conscious applications.
Snacking habits have surged during the pandemic as Americans snack more throughout the day instead of opting for traditional meals. New data from Candy Industry revealed 60% of companies surveyed plan to increase spending on healthy and functional ingredients as new snack items evolve. Relishing a decadent better-for-you snack? Look no further than the cookie aisle.
Supplement Sales Skyrocket
According to Nutrition Business Journal, the supplements industry is projected to exceed $50 billion in 2020 annual sales. As immune-boosting supplements have seen the highest growth potential in a decade due to COVID-19, brands continue to find new ways to incorporate essential vitamins and minerals into their products. Vitafusion and Zhou Nutrition recently released gummy supplement lines that support digestion, sleep, and immunity with fruity flavors ranging from tropical berry to apple cider.
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