Improve your memory? Lift your mood? Relieve tension? A growing market of “functional health beverages” enhanced with herbs and other ingredients promise to improve your health. But do these drinks really offer health benefits? Judging by the reaction to these products the answer is a resounding, yes.
Americans want to be healthier and also discover the fountain of youth and longevity. The food industry is rushing to fulfill this new desire. The new buzzword is “functional health beverages and foods.” Functional beverages (also known as “neutraceuticals”) are beverages fortified with dietary supplements and herbal medicines. And they are becoming a multi-billion dollar industry.
Experts predict Americans will buy more bottled water than coffee or beer. Artificial flavors are losing ground to drinks with “all natural” claims. Antioxidant tea products are now the rage. And at least one brand of coffee is adding herbs and minerals to its beans. Energy drinks are the fastest growing supermarket category — with sports drinks right behind.
Japan was a pioneer in functional beverages and foods consuming nearly twice as many functional beverages as any other nationality. The Japanese have always made the direct connection between what you eat and drink and what you are, and they’ve long viewed their diets as being a primary source of health and medication.
Energy drinks have been established in Japan for decades and are also known as tonic drinks. Initially targeted at young consumers (and routinely used by this demographic as alcohol drink mixes), these drinks are now being aimed at people of all ages who need a healthy https://www.cbdhint.com/ boost. People now understand that almost everything we take in has some kind of effect-this is a new kind of knowledge. Consumers are more empowered because of this knowledge, and companies are responding to this new found personal edification.
Other market sectors are continuing to expand. Enriched juices and juice-based drinks fortified with vitamins and minerals are gaining in popularity, as are herbal-infused beverages. All this goes well for the functional beverages industry. Functional health beverages are going more mainstream, because consumers have become much more holistic-minded, so companies are now meeting them in the middle. There is a consciousness out there now that very small amounts of something can have a very significant effect.