Beyond the Beverage Drinking Occasions Boost Beverage Innovations

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1 Beyond the Beverage Drinking Occasions Boost Beverage Innovations by PAUL O MAHONY, DR. DAGMAR ORTLEPP Changing Consumers Tastes Today s consumers want it all from their beverages: health, functionality and enjoyable taste in a convenient format, to suit modern, busy lifestyles. The market is meeting these increased demands, with the beverage sector experiencing a sustained and meteoric rise. As beverage consumption continues to grow, the number of innovative new products on the shelves is increasing to cater for these changing needs. The European soft drink market is now estimated at 149 billion, growing by nearly +3 % annually. Sector growth is being driven by an increasing and broad consumer awareness of the perceived health benefits that functional beverages can bring over carbonated soft drinks. The trend for healthy beverages looks set to continue, as its influence has extended to beverage innovation across all categories. This is shown through the majority of current claims, encompassing clean label, plantbased, natural, reduced or no added sugars, no artificial sweeteners, sports nutrition and superfood, which all have a strong emphasis on health and wellbeing. The appeal of healthy beverages has grown to include new demographics, including regular gym users, millennials and the elderly, as part of a balanced diet. Throughout these varied age groups, consumers have been shifting towards a more active, multi-tasking and digitally switched-on way of life, which has a strong influence on their approach to beverage consumption. In addition, the current preference for an on-the-go lifestyle has had an impact on innovation, as consumers look for more convenient options that bring a healthy halo to beverages. In order to meet the evolving needs of consumers, products are increasingly being developed in line with specific drinking occasions. For example, there are a growing number of beverages that are targeted at the enjoyment of nutritional breakfasts, fast paced lifestyles, active nutrition and indulgent moments. Suppliers, such as Glanbia Nutritionals, are well placed to offer a wide portfolio of ingredient solutions, adding nutritional benefits and on-trend features, such as high protein, high fiber, clean label, plant-based ingredients, low sugar or added minerals and vitamins to beverages. Drinking Occasions: Breaking with Convention The concept of drinking occasions The idea of drinking occasions has evolved in the beverage category over the last couple of years, and has come to mean the use of segmentation to target different moments throughout the day. From an on-the-go breakfast drink to a warm, comforting drink at the end of the busy day, manufacturers have recognized the need to target different moments with different beverages. According to Innova Market Insights, encapsulating moments was in their top ten trends for 2017, noting significant interest in on-the-go products. Photos: Glanbia Nutritionals Similar to the trend for premium beverages, the move to define products according to drinking occasions has allowed companies and producers to extend their customer base. On-the-go consumption continues to grow, as more consumers eat and drink outside of their home. A recent study found that meals have become less structured over the last couple of decades, resulting from busy lifestyles, more unconventional working hours, a rise in single households and an increase in the number of working women. Eating and drinking occasions have been further fragmented as consumption is now fit in according to 10

2 work and leisure activities, rather than set times of the day. As such, there is an opportunity for manufacturers to target specific drinking moments throughout the day. Breakfast Boom: A Healthy Start On-the-go breakfast beverages are a long-established trend, and are now a permanent fixture on retail shelves. For example, Carnation Breakfast Essentials from Nestlé first appeared in North America as early as 1964, and the category continues to have widespread appeal. Combining the lifestyle choice for convenience, with the trend for added nutrition at breakfast, nutritional supplements and instant breakfasts (either liquid or powder) have increased in popularity among consumers, with 383 new product launches between 2011 and Given the importance of breakfast in everyday lives, substituting the meal with an on-the-go ready-todrink (RTD) beverage needs to appeal to consumers with several health claims at once. For example, including both additional health benefits and the ability to provide an energetic start to the day. One recently launched nutritional breakfast beverage, Alpro s Mild and Creamy Soya and Oats Yogurt Alternative, boasts 100% vegetable claims, as well as being rich in fiber, lactose-free and low in sugar. Designed to give an extra boost at breakfast, it can be drunk as a healthy addition to fresh fruit, nuts or just naturaly. This example highlights the evolution of beverages targeted at on-the-go consumers during breakfast, and how drinks can act as a meal replacement. Nutritional breakfast innovation has also extended to juices in recent years. Consumers are favoring juices over carbonates for their perceived lower sugar content. The carbonates market is losing share to more competitive beverages, that offer low or reduced sugar alternatives with more functional benefits. Juice and juice drinks held approximately 46% of the overall soft drinks category in H2 2016, compared to 14% for carbonates for the same period. Juices are currently the most active launch platform in Europe, as there is still untapped potential through more advanced formulations, such as adding in vitamins, extra fiber and even added protein. This can be seen with breakfast beverages currently on the market, such as Tropicana s apple, pear and NOV ACACIA FIBER, a clean label ingredient with high digestive tolerance FIE FRANKFURT STAND OL51 HALL 8 MEET US AT A fiber content of minimum 90% A natural and clean label ingredient Prebiotic effects, high digestive tolerance A wide range of applications ALLAND & ROBERT, EXPERT OF ACACIA FIBER SINCE 1884 DEDICATED TO 100 % NATURAL PLANT EXUDATES INTEGRATED SUPPLY CHAIN R&D EXPERT TEAM - info@allandetrobert.fr 132 YEARS OF EXPERIENCE Key No

3 cereal smoothie that aims to provide a morning boost, and Innocent s Berry Protein Super Smoothie, a source of vitamin C, that contains soy protein and coconut milk. A beverage concept developed by Glanbia Nutritionals is Lean Start, which contains 24g of protein, less than 1g of fat, 2.6g of fiber and 30% of consumers recommended daily allowance (RDA) of vitamin B6, B12 and niacin. Aimed at active women, the protein is designed to build lean muscle mass and boost energy metabolism. Omega-J is another concept that appeals to consumers at breakfast time for being in a popular juice format, as well as providing balanced energy and health. Containing BevGrad XtraSmooth Flax as a source of fiber, TruCal for delivering the natural benefits of milk minerals and a combination of vitamins for a healthy nervous and immune system, the prototype showcases how traditional orange juice can provide added value. On-The-Go: Drinking it Up The rise of urban nomads and the active lifestyles of Generation-Y, has created many different drinking occasions during the day leading to a number of convenient beverage options on the market. Instead of reaching for an unhealthy snack, a range of drinks has been developed to provide added nutrition and natural ingredients in an easy-to-consume format. One of the growing categories in the healthy, convenient beverage space is smoothies. Recent launches have included health claims for multivitamins and antioxidants, maintaining they reduce fatigue and improve immune systems. There are increasing numbers of smoothies that also reference high protein, to cater for gym enthusiasts and the healthy ageing group, thanks to its muscle maintenance benefits. Smoothies also offer manufacturers an opportunity to incorporate high fiber into formulations, targeting healthy consumers with busy lifestyles. Notable launches in 2017 include Wow s Chia Drink with Watermelon and Pomegranate flavor, and a Mango, Orange and Echinacea smoothie from Innocent that contains flaxseed for added fiber and omega-3. Innocent also launched its Super Smoothie range, which combines juices with soy protein, for a 100% plant-based beverage. On-the-go vitamin waters and sparkling energy waters are similarly gaining momentum in the market, for consumers looking for an alternative drink in the afternoon. Hey Like Wow s recent vitamin water is blackcurrant flavored and still, with an innovative bottle cap that can be pushed down and shaken to mix the vitamins into the water. Twist Espresso Protein Drink was also launched in the UK in 2016, offering a high-protein, lowfat, low-carbohydrate, low-sugar drink that can be enjoyed simply by adding water and shaking. Plus, with 73mg of caffeine, it also appeals to coffee-loving consumers. Glanbia Nutritionals drink concept, High Protein and Bone Health Chocolate Ready-to-Mix (RTM) beverage, contains Prolibra. Consumers can benefit from 23.6 g of protein per serving, as well as 20% RDA of calcium, 120% RDA of vitamin K2 and 20% RDA of vitamin D3. Children can also benefit from on-the-go healthy beverages. Glanbia Nutritionals developed the Dragon Kids drink concept, containing dragon fruit infused nutrient water for immunity and cognitive development. Customized formulations, such as premixes and micronutrient straights, can be particularly useful for manufacturers in this category. For example, Dragon Kids incorporates specialized microencapsulated nutrients for increased stability, isomaltulose, a natural low glycaemic index, toothfriendly sweetener, as well several vitamins to help maintain memory and brain function, and maintain energy. The New Active: Setting Standards Beverages for active nutrition have evolved significantly in recent years, as the lines blur between sports nutrition and the mainstream market. Traditionally, sports nutrition beverages contained high levels of protein, to cater for a niche market aimed at bodybuilders and athletes. Reports show that there were nearly 400 new global product launches with a protein claim in 2016, compared to just under 100 in However, as high protein beverages have experienced huge growth and entered the mainstream, they now also 12

4 contain other properties, to widen their appeal. For example, drinks for an active lifestyle can be positioned to provide energy, satiety or electrolytes. Moving beyond muscle building and fitness, innovation in the active nutrition category has led to the growth of beverages, which provide an instant energy boost or a sustained source for energy. For example, sports nutrition products are increasingly using B vitamins, in combination with caffeine, for a double energy kick, and contribute to normal energy-yielding metabolism. Formulating with branch chain amino acids (BCAAs) in energy drinks is an alternative to using high sugar, that can later lead to crash symptoms. The use of BCAAs are also no longer restricted to a specialized area of sports nutrition, as product messaging takes a more scientific stance. This is a key trend in sports nutrition, with 16% of global launches in the sector featuring BCAAs in High profile active nutrition product launches have included clear labelling of amino acids, such as ON s Amino Energy for increased energy and focus and Cult Vital Water containing 30g of protein. Boost High Protein Drink is another recent product launch that provides 15g of high quality protein, as well as 26 vitamins and minerals aimed at active nutrition for the mainstream consumer. Another product launch containing Glanbia Nutritionals BevWise A100W, Nutraplenish protein water, has the benefit of added vitamins, and the opportunity for formulators to achieve up to 12g of protein, with only 50 calories. As well as BCAAs, other amino acids, such as glutamine, leucine and tryptophan, are also becoming more well known for the muscle maintenance benefits they can bring to active nutrition beverages. Glanbia Nutritionals PepForm peptide carrier technology can help manufacturers to improve amino acid solubility in cold water, while AminoBlast provides an instantised BCAA solution for better dispersibility and clarity. BCAAs BCAAs, the so-called building blocks of protein, are essential amino acids that cannot be produced by the human body and must therefore be consumed through diet. There are three BCAAs: leucine, isoleucine and valine, all of which can be obtained from protein found in food, such as meat, dairy products and legumes. Studies dating back to the 1970s demonstrate that these, among other amino acids, stimulate protein synthesis and inhibit muscle protein degradation at high concentrations, most notably in skeletal muscle. Electrolytes are another increasingly sought-after addition to active nutrition beverages, developed specifically to cater for the growing numbers of consumers seeking re-hydration during post-exercise recovery. As people have become more aware of losing electrolytes following a workout, the popularity of drinks fortified with them has risen. In fact, the number of soft drink launches that include an electrolyte claim increased by 203% from H to H Recent high profile launches include Powerade s Ion 4 Advanced Electrolyte System Sports Drink with vitamins B3, B6 and B12 in white cherry flavor, formulated with a 6% carbohydrate solution to help provide energy to working muscles. Our AquAmino concept highlights how BCAAs, through AminoBlast technology, can be combined with vitamins and minerals, as well as carbohydrates, for a sustained electrolyte balance during a workout. Another concept, Plant Warrior, highlights how AminoBlast BCAAs can be formulated together with BevGrad Oats GF (gluten-free oat flour), ChoiceChia Black (whole black chia seeds) and BevGrad XtraSmooth (fine milled flaxseed), to create a plant-based superfood infusion packed with natural sources of energy. Indulging in Improved Health The past five years have seen an increase in the number of consumers looking for beverages that encompass natural and clean label, but also include functional nutritional benefits. However, there has also been a rise in demand for beverages that are both healthy and indulgent. In fact, Innova Market Insights predicts a 44% 14

5 increase in the number of global soft drinks new product launches with an indulgent and premium positioning. For manufacturers, the trend for indulgent healthy beverages is an opportunity for growth, particularly as they can also be consumed easily on-the-go. In fact, recent research from the Stanford University in California found that even just labelling healthy foods with a more indulgent description, evoking more enjoyable and self-rewarding food, prompted a 25 % increased uptake compared with a more basic description. Flavors, such as chocolate or caramel are increasingly being used in formulation to appeal to consumers looking for comforting beverages with added nutrition. This has opened the opportunity to position indulgent health beverages to varied drinking occasions, such as in the afternoon, instead of reaching for confectionery, or even in the evening, as an end of day treat. Recent high profile product launches include Weider Protein Drink in chocolate flavor, containing 53g of protein and organic milk per serving. Similarly, for children, indulgent yet healthy beverages are being introduced, such as For Goodness Shakes Kids on the Go Chocolate Flavoured Milk Drink, containing no artificial sweeteners and rich in vitamin D and calcium. Glanbia Nutritionals has developed ingredient solutions to cater for the growing number of consumers interested in indulgent health beverages. Muscle Mocha is an example of a prototype RTM hot coffee beverage containing natural caffeine, as well as 10g of protein from ProTherma, the heat stable hydrolysed whey protein and Micelle XL, a slow release milk protein. Together, these ingredients provide convenient sources of energy and protein. Glanbia Nutritionals High Protein and Bone Health Chocolate RTM beverage concept works similarly well for the indulgent health category for aging populations, containing Prolibra and defatted cocoa powder, to give an afternoon boost packed with protein. A Beverage For Every Occasion The beverage industry has evolved significantly in recent years, to meet the complex requirements of consumers. As well as targeting specific demographics, developing beverages for specific drinking occasions has presented an opportunity for manufacturers. Drinking occasions not only represent moments during the day, but also the opportunity to create healthier lifestyles long-term. Product innovation is no longer solely the formulation of ingredients or catering to individual nutritional, health or texture benefits, but the understanding that functional beverages are capable of making consumer lives easier, while delivering natural, healthy and enjoyable nutrition. The lines are blurring between beverages and dietary supplements. Functional ingredients are now expected to be allencompassing; convenient, nutritional solutions that support health, while maintaining the natural aspect. New platforms are being formulated to suit specific drinking occasions, meaning that products can be more targeted than ever before. This has also been made possible by the number of hybrid beverages on the shelves that combine several concepts in one product opening up a wealth of opportunity for innovation. Some Suppliers have recognized the increased need for ingredient solutions and have developed their portfolios accordingly. Offering a range of functional solutions for beverage applications, Glanbia Nutritionals provides health benefits in palatable formats for optimal taste and texture. With a unique portfolio spanning bioactives, proteins, grains and seeds, as well as custom nutrient premixes, we can ensure customers are at the forefront of innovation. Thanks to its extensive formulation expertise, Glanbia Nutritionals partners with leading beverage companies to deliver innovative solutions to meet consumers demands for health, transparency and lifestyle nutrition. Key No The Authors Paul O Mahony, works as a senior product manager with Glanbia Nutritionals and Dr. Dagmar Ortlepp works as a marketing manager EMEA with Glanbia Nutritionals. 15