Nowadays, consumers all over the world are adopting avant-garde lifestyles. This trend is evident in the field of food and beverage. Fruits and vegetables are entering the field of new product development at an explosive speed, which is mainly driven by health.
Development of clean healthy beverages
Growing functional beverages
In almost all beverage categories, the appeal for functional beverages remains strong. For modern consumers, just providing hydration is not enough. They hope that the products they buy will bring many benefits to their health. They want to buy products that help them achieve their personal goals. Whether it is to meet their daily micronutrients, or to solve problems such as fatigue or stress. Consumers want convenient and helpful strategies to integrate seamlessly into their lifestyle and prepare their diet before health problems arise. Manufacturers redesign to strike a balance between structure, flavor and sweetness, while removing key ingredients such as sugar. Taste and aroma can be changed by many factors. It may be caused by processing potential result characteristics. This may be a problem for beverage manufacturers seeking consistency.
Familiar and different components
Brands can attract a wider and more profitable consumer audience by matching familiar, known or trustworthy ingredients, or by matching them with more unique ingredients. Fruits and vegetables also allow brands to tap seasonal and cultural preferences using identifiable ingredients. This is evident in non-alcoholic beverages. As image-centric social media becomes more and more popular among the millennials, the food and beverage we buy are also influenced by this social sharing. As consumers become more willing to try new tastes, brands are breaking the taste line. Rich and alternative cross-category pairings are becoming more and more obvious in the beverage industry, which is a counter-trend of reducing sugar.
Intestinal health and microbiota
The intestine is called the second brain. Consumers are increasingly aware of the inextricable link between intestinal health and immune system function. As consumers become aware of the correlation between intestinal health and mood, emotional food has become a trend. Diversified diets play an indispensable role in nourishing our intestinal microorganisms. A balanced microbial population has a positive impact on mental health, inflammation, weight, allergies and our immune system. Our microbial community is a biological system consisting of fungi, yeasts, bacteria, viruses and protozoa, which depend on plant nutrition and high-fiber vegetables for their livelihood. Fermented beverages, such as Kombucha and fermented yogurt, are becoming the mainstream beverages to solve brain and intestinal microbial problems. Vinegar also helps to support intestinal health. These drinks usually have exotic fruit flavors, which help to balance and disperse the unusual acidity and flavor in drinks.
Vegetarianism and botanical lifestyle
Environmental problems and health are two major factors driving more consumers to adopt vegetarian and botanical lifestyles. Plant-based diet can reduce the risk of chronic diseases and prolong life span. This shift is also driven by mainstream vegetarian trends, personal taste preferences, economic and moral factors.
Make green juice taste better
Globally, beverage brands and suppliers remain highly concerned about reducing sugar content. Consumers’ appetite for bitterness has increased. However, taste remains a key buying driver. Citrus is the most popular flavor in the flavor category of water. Orange, lemon and grapefruit are most popular for their natural freshness. Despite the severe market environment, the sales of grapefruit-flavored beverages are still on the rise. Consumers generally believe that vegetable drinks contain less sugar than fruit drinks. This is often misleading because many vegetable products add sugar to improve their taste.