It’s amazing how time flies.. It seems like just yesterday I wrote an article about Innovative functional beverage trends and concepts for 2013. What has changed during the year? What are the new trends in beverage industry? We want to share our insights with you.
So what’s the next big thing? Where beverage industry is going? In our opinion, the next big thing in functional beverage industry is lifestyle diseases. Wikipedia explains that “Lifestyle diseases are diseases that appear to increase in frequency as countries become more industrialized and people live longer.” Due to the unhealthy lifestyle and bad nutrition people face problems with their body. This is where we believe industry is going.
Some may argue that beverage industry can not cure diseases, however, I disagree. We can (and HAVE) to ad our share to the prevention of lifestyle diseases by adjusting beverage recipes, using less sugar, decreasing the amount of calories etc. .
Functional drinks with the digestion support are becoming a huge worldwide trend. Due to unbalanced nutrition, fast paced lifestyle and stress there have never been such an enormous growth in numbers of digestion related diseases.
One of the most common lifestyle diseases these days is obesity. EUROSTAT study shows that the proportion of overweight and obese people in the adult population varies between 36.9% and 56.7% for women and between 51% and 69.3% for men.
Our aim is to develop functional beverage compounds to decrease the amount of lifestyle diseases. Market analysis shows that products which are targeted to weight management is an emerging trend among the consumers in Western Europe and Scandinavia.
Improvement of heart health is an attractive function for the consumers as taking care of cardiovascular health is one of the major publicly discussed problems in modern society. Each year cardiovascular disease causes over 4 million deaths in Europe and over 1.9 million deaths in the European Union (study link).
Skin changes are among the most visible signs of aging. Skin changes are related to environmental factors, genetic makeup, nutrition and other factors. With aging, the outer skin layer (epidermis) thins, even though the number of cell layers remains unchanged.
Sustainable energy improvement a.k.a natural energy drinks
Energy drinks are currently related to heart failure related lifestyle diseases. Even if consumers are becoming more health aware they are still being pushed to do more, faster and have more energy capacity. In order to balance the lifestyle and prevention of energy drink related health problems consumers are now looking into healthier and more sustainable alternatives.
Cholesterol Balance Drinks
High cholesterol levels is a huge problem in nowadays society. Health awareness of consumers in Europe is increasing dramatically. A huge percentage of population faces high cholesterol levels in their body. Due to bad nutrition, unhealthy lifestyle high cholesterol levels increases the risk to get cardiovascular diseases.
Stress Relief Drinks
It’s no secret that stress can cause headaches, upset stomach, elevated blood pressure, chest pain, and sleeping issues. It is a common fact that stress also works as inner carcinogen – a handyman for many types of cancer to appear and progress. 43% of all adults suffer adverse health effects from stress. In our opinion, stress is one of the worst lifestyle diseases.
Immunity Defense Drinks
Immune system disorders can cause a lot of problems for people health. According to the statistics 65% of western population suffers from weak immune system. Due to the inactive lifestyle and bad nutrition people are damaging their health and weakening their immune system. Products which solves this problems will gain their attention and it will increase dramatically.