We’re a nation obsessed with health ... and with beverages. Making a healthier beverage in 2000 was easy -- you just added calcium or vitamin C and you were done. By 2005, all you needed was green tea or a squirt of pomegranate. But as we near the second decade of the 21st century, there’s a whole lot more science and technology going into making better-for-you liquid refreshments.
Superfruits are still hot, both on their own and in familiar, antioxidant-loaded flavor combinations (think açai-blueberry). “As globalization continues and market demand continues to increase, we will likely see more superfruits that few have ever heard of making their way into our markets,” says Sean Poynter, vice president of new product development for mangosteen-based beverage maker XanGo LLC (www.xango.com), Lehi, Utah.
But for all their popularity, there still are difficulties in playing in navigating the superfruit market.
“With the advent of a lot of healthy offerings over the past several years, many consumers accepted giving up a little flavor in exchange for health benefits,” says Greg Quinn of The Currant Co. “Everyone in this business is watching this category carefully in the present economic environment. So far, it seems the high-end, refrigerated health beverages — usually featured in the produce departments — are holding their own and even seeing a little increase. While consumers are cutting back, they’re still concerned with health benefits and will still spend more for a product that is healthier than a less expensive, less healthy one.”
XanGo’s Sean Poynter agrees. “The healthy beverage category is only going to continue to grow. The Natural Marketing Institute reported a 26 percent growth in functional beverages in 2008. Baby boomers represent the largest segment in our economy, and they are aging. As they do, they are changing the rules and saying that extending their lifespan is not good enough. They also want to improve their quality of life as they age, and this is where many are turning to functional beverages and foods to help support their ongoing health.”
“When sourcing a superfruit from remote regions of the world, some companies may find managing their supply chain to be a challenge,” he continues. “In 2008, our challenges included record high fuel and commodity prices. While prices have eased a bit, we are now in a period of less predictability.”
Poynter also reminds that attention to relationships at each point of the supply chain is critical to success, especially as world economic and political turmoil continues.
“Political upheavals in various parts of the world are contributing to uncertainty,” he says. “Any hiccups along the way could add unnecessary cost, diminish the integrity and quality of the fruit and disrupt the balance of supply and demand. That’s where the strong relationships with suppliers and a good reputation and relationship with government leaders help.”
Beverage trends extend to healthier drinks for kids, too. “There will be a continued effort in the development of natural, all-natural and organic beverages,” says Thomas Arndt, president of Los Angeles-based Y Water Inc. (www.ywater.us), “a new concept in children’s beverages,” as its motto states.
The company manufactures organic, low-sugar beverages for children, packaged in Y-shaped bottles. The four varieties — Bone Water (enriched with calcium, fluoride and vitamins A, C and D), Brain Water (with zinc, molybdenum and vitamins B6, B12 and C), Muscle Water (with magnesium, potassium, selenium, vitamin A and C) and Immune Water (fortified with a complex of antioxidants including vitamins A, C and E) — have no preservatives, artificial coloring or artificial sweeteners, are infused with vitamins and minerals and provide a healthful alternative to sugary, non-nutritious choices.
Mostly, it’s about flavor
In its list of the top 10 flavors for 2009, Bell Flavors & Fragrances (www.bellff.com), Northbrook, Ill., anticipates beverage flavors to keep pushing the envelope of the exotic. By tracking sample requests, global trend scouting and externally sourced data, the company predicts top upcoming flavors could include: yumberry, golden kiwi, lavender, South African peppadew, elderberry, the Asian citrus yuzu, juniper and Meyer lemon.
Hank’s Gourmet Beverages (www.hanksbeverages.com), Trevose, Pa., is an early adopter of the functional carbonated beverages trend. Its Infusions line features “comfort” flavors — Berry, Green Apple, Orange Cream and Root Beer Float — infused with all-natural vitamins B12, C and E sourced from fruits and vegetables; calcium (from skim milk and cream); the powerful green tea extract antioxidant epigallocatechin gallate (EGCG); and more.
The continual growth of superfruits, especially in beverages, is a point of interest for Wild Flavors Inc. (www.wildflavors.com), Cincinnati. The company cites its experience with beverages, including juices, flavors, ingredients and extracts, as allowing it to create successful superfruit products. Wild is focusing on the current flavors as well as some unfamiliar ones coming over the horizon, including borojo, camu camu and baobab — all of which the company claims “extensive familiarity (for) sourcing, creating systems and applying to beverage concepts.”