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Market Trend of Functional Beverage
By Region – Europe
Europe Functional Beverage Market Insights• The Europe functional beverage market is expected to
grow at a CAGR of 8.42%, during the forecast periodof 2018-2023
• Europe is the third largest market for functionalbeverages, comes after North America and Asia Pacific
• Germany and the UK are expected to contributegreatly to market growth
• The rise of health conscious consumers globally hastremendously increase preferences of healthy andnutritional drinks over calorie-heavy soft drinks in theregion
• In Europe, the beverage market is dominated bysports and energy drinks, while the remainder consistsof fortified and functional products
• Some part of the market share is captured by vitaminand mineral drinks and herbal drinks
Source: Mordor Intelligence, 2018; Future Market Insights, 2018
Emerging Market Trends
• Sport and Energy drinks consumers want less sugar content, but expect a lab-engineered, high performance beverage that delivers on its core functional claim
• Germany is one of the few countries which has a considerable market for ACEdrinks (Products containing vitamins A, C and E). More than 100 Germanmanufacturers’ offers such products in various flavours like orange, carrot andlemon, with a juice content of 30%.
• Herbal and tea brands have been switching their product offerings towardsfunctionality, emphasizing on the potential health benefits of tea. Following thetrend, manufacturers have been developing fortified teas, with added nutrients.
• The kombucha market in EMEA is expected to generate $ 660.67million by 2021 –trends around probiotic and fermentation foods are coming to a head in Europe
Source: Mordor Intelligence, 2018; Farr, 2018
Market Examples
1.0 Sugar Reduction Sambazon’s Low Calorie Energy Drink
Only 40 Calories per Can, 7g sugar per serving
Ingredients: Sparkling Filtered Water, Organic Erythritol, Organic Fair TradeClarified Açaí Juice, Organic Cane Syrup, Organic Acerola Juice*, OrganicPomegranate Juice*, Organic & Natural FLavours, Citric Acid, OrganicGreen Tea Extract, Fruit & Vegetable Juice (For Colour), Malic Acid, OrganicStevia Extract, Sea Salt, Organic Guarana Extract, Organic Yerba MateExtract*Made from organic concentrate with filtered water added
Shark’s LowSugar NaturalEnergy Drink
Only 11 grams of sugar, 60 Calories per can, and contains80 mg of natural caffeine per 8.4 oz can
Flavours: Red berries, Apple & Melon
Ingredients for Red Berries Flavour: Carbonated Water, Sucrose,Erythritol, Citric Acid Monohydrate, Taurine, Natural Caffeine, L-Lysine Monohydrochloride, Choline Bitartrate, Inositol, Niacin Amide(B3), D-Pantothenol (B5), Pyridoxine HCE (B6), Riboflavin 5Phosphate Sodium, Cyanocobalamin (B12), Thiamine Mononitrate(B1), Sucralose, Acesulfame K, Sodium Chloride, Artificial Colour(Hibiscus), Artificial Flavours (Hibiscus and Triple Berry)
Gatorade’s Low Sugar Thirst Quencher
Flavour: Lemon-Lime, Grape, Cool Blue
Ingredients for Grape Flavour: Water, Sugar,Citric Acid, Sodium Citrate, Salt, Natural andArtificial Flavour, Monopotassium Phosphate,Sucralose, Acesulfame Potassium, Red 40,Blue 1
Flavours: Blueberry Açaí, Cucumber Watermelon,Georgia Peach, Mango Clementine, Pineapple Mint,Strawberry Coconut
Roar’s Organic Electrolyte Infused Low Calorie Sports Drink
Ingredients for Strawberry Coconut Flavour: Water,Organic Coconut Water from Concentrate, OrganicErythritol, Organic Flavour, Organic Sugar, OrganicLemon Juice from Concentrate, Sodium Chloride, L-Malic Acid, Citric Acid, Organic Stevia Leaf Extract,Niacinamide (Vitamin B3), Calcium D Pantothenate(Vitamin B5), Pyridoxine Hydrochloride (Vitamin B6)
Zero Sugar, Perfect blend of 150mg of natural caffeine, b-vitamins and electrolytes to support hydration and energy
Kill Cliff’s Ignite Performance Energy Blend
Flavour: Cherry Limeade, Lemon Berry
Ingredients for Cherry Limeade Flavour: Water, Erythritol, Citric AcidVitamin Blend [Tripotassium Citrate, Magnesium Lactate, DisodiumPhosphate Anhydrous, Green Tea Leaf Extract, Ginger Root Powder,Vitamin E (D-Alpha Tocopheryl Acetate), Asian Pantothenic Acid,Niacin, Vitamin B12 (Cyanocobalamin), Vitamin B2, Vitamin B6(Pyrodoxine Hydrochloride)], Natural Flavours, Fruit and VegetableExtract (For Colour), Stevia (Rebaudioside A).
1.0 Sugar Reduction
Lucozade’s Zero
Ingredients for Original Flavour: Carbonated Water,Acids (Citric Acid, Lactic Acid), Acidity Regulators(Sodium Citrate, Sodium Lactate), Preservative(Potassium Sorbate), Sweeteners (Aspartame,Acesulfame-K), Caffeine, Antioxidant (AscorbicAcid), Flavourings, Colours (Sunset Yellow, Ponceau4R)
Flavours: Original, Orange, Pink Lemonade
Boost’s Energy Sugar Free Original
Ingredients: Carbonated Water, Acid (Citric Acid), Taurine(0.4%), Acidity Regulator (Sodium Citrate), Flavourings,Sweeteners (Aspartame, Acesulfame K), Caffeine (0.03%),Colours (Ammonia Caramel, Riboflavin), Preservative(Sodium Benzoate), Vitamins (Niacin, Pantothenic Acid,Vitamin B6, Vitamin B12), Inositol
Monster Energy’s Ultra Citron
zero calories zero sugar and a full load of Monster energy blend
Ingredients: Carbonated Water, Flavour Enhancer(Erythritol), Taurine (0.4%), Acid (Citric Acid),Natural Flavourings, Acidity Regulator (SodiumCitrate), Preservatives (Potassium Sorbate, SodiumBenzoate), Caffeine (0.03%), Sweeteners (Sucralose,Acesulfame K), L-carnitine L-tartrate (0.015%),Vitamins (B3), (B5), B6, B12), Sodium Chloride,Colour (Carotenes)
1.0 Sugar Reduction
Rockstar’s Pure Zero Energy Drink
Flavours: Blue Ice, Mango Orange Passion Fruit, Punched, Silver Ice
Celsius’s Sparkling Energy Drink
Good Source Of: Niacin, pantothenicacid, riboflavin, vitamin B12, vitaminB6, vitamin CExcellent Source Of: Biotin, niacin,pantothenic acid, riboflavin, vitaminB12, vitamin B6, vitamin C
Low calorie, sugar free, very low sodium, zero calories
Flavours: Grapefruit, Kōla, Mango/Ginger, Raspberry Lime
Zevia’s Energy Drink
Ingredients: Carbonated Water, CitricAcid, Stevia Leaf Extract, Caffeine, NaturalFlavours.
Zero Calories. Clean Ingredients. 120 mg of Caffeine.
1.0 Sugar Reduction
2.0 ACE JuiceOettinger’s Glorietta A-C-E
Sun-kissed orange taste, sweet-n-sour lemon experience incombination with carrots, all in afull A-C-E vitamin shot
In every 100ml, contains 40mgVitamin C, 4mg Vitamin E, 236μgVitamin A
Del Monte’s ACE Juice
Rauch’s Bravo Multivitamin Fruit Juice
Ingredients: Water, Multi-Fruit Juice Concentrate(Apple, Orange, Tangerine, Pineapple, Lemon,Pear, Grape, Passion Fruit), Multi-FruitConcentrate (Banana, Apple, Peach, Mango,Apricot, Guava), Acidifier: Citric Acid;Sweeteners: Aspartame, Acesulfame K, Vitamins(Thiamine, Riboflavin, B6, C, E, Biotin, Calcium D-Pantothenate, Niacin) and Provitamin A.
Characterised by fresh apples, juicy oranges,tangy lemons and the best carrots
Pfanner’s ACE Juice
Just 200 ml of this ACE Juice covers 60% ofyour daily requirement of the vitamins A, Cand E.
Fortuna’s Red Grapefruit Juice with vit. ACE
Amita’s ACE Juice
2.0 ACE Juice
Derby blue’s Zero ACE Red
Non-alcoholic drink basedon fruit juices (40%) andcarrot, with sweetenersand vitamins, low-calorie
Yoga’s Tasky ACE
Ingredients: Aromas, Sugar,Water, Concentrated Juices(Orange 20%, Carrot 5%,Lemon 5%), Glucose-Fructose Syrup, Vitamins C,E and Beta Carotene
Santal’s ACE Fruit Juice
Ingredients: Water, 22%Orange Juice, Sugar, 5%Lemon Juice, 3% CarrotJuice, Vitamins C, E andProvitamin A (BetaCarotene), Flavorings.
Looza’s ACE Original Fruit Juice
This contains 8 tropicalfruits and carrot juice sois rich in vitamin C, E andprovitamin A.
Skipper’s Ace Juice
Ingredients: Water,Orange Juice (21%),Carrot Juice (5%), Sugar,Lemon Juice (4%),Natural Flavouring,Vitamin C (L-AscorbicAcid), Vitamin E, VitaminA.
Achillea’s SuccoMio Ace plus Apple
Ingredients: ConcentratedApple Juice* 61.8%,Concentrated Orange Juice*34%, Carrot Juice* 4%,Concentrated Lemon Juice*0.2%.*Organic
3.0 Herbal-based Drink & Fortified TeaRockstar’s Sugar Free Double Strength Energy Drink
Enhanced with the potent herbal blend of Guarana, Ginkgo, Ginseng and Milk ThistleIngredients: Carbonated Water, Citric Acid, Taurine, SodiumCitrate, Guarana Seed Extract, Caffeine, Caramel Color, Naturaland Artificial Flavors, Glucuronolactone, Sorbic Acid(Preservative), Benzoic Acid (Preservative), AcesulfamePotassium, Sucralose, Pantothenic Acid, Niacinamide, Inositol,L-Carnitine, Milk Thistle Extract, Panax Ginseng Root Extract,Riboflavin, Pyridoxine Hydrochloride, Cyanocobalamin.
Spice Tea infused with Ayurvedic herbal
Yogi’s Iced Tea
Flavours: Spearmint Lemon, HibiscusMint, Mate Lemon, Orange Ginger
Ingredients for Orange Ginger Flavour:Water, Basil*, Ginger*, Orange Peel*,Cinnamon*, Liquorice*, Black Pepper*,Cardamom*, Chili Pepper*, Cloves*,Agave Syrup*, Lemon Juice**Certified Organic
Blu-Dot’s Protein Tea
Flavours: Cranberry Pomegranate, Blueberry Açaí,Orange Pineapple, Cherry Mango, Apple Pear
World’s first green tea fortified with 10 grams of protein and 5 grams of fibre
Ingredients for Cranberry Pomegranate Flavour: Water,Whey Protein Isolate (Milk), Chicory Root Inulin,Organic Cane Sugar, Brewed Green Tea Concentrate,Natural Flavour, Citric Acid, Colour, Stevia Extract
3.0 Herbal-based Drink & Fortified Tea
Oshee’s Vitamin TeaFlavour: Zero Peach, Earl Grey
Boosted Tea’s Vitamin Tea
Flavours: Pure Green, Cherry Red, Mellow Yellow
Rich in B-complex vitamins, Zero Sugar, Zero Calories
Fuze’s Antioxidant & Vitamin Infused Tea
Flavours: Blueberry Black Tea, Meyer LemonBlack Tea, Summer Peach Black Tea, TropicalMango Green Tea
Ingredients for Blueberry Black Tea Flavour:Tea (Filtered Water, Black Tea Powder), Sugar,Citric Acid, Natural Flavours, Vitamin C(Ascorbic Acid), Sodium Citrate, Vitamin B6(Pyridoxine Hydrochloride), Vitamin B12(Cyanocobalamin)
Virtue’s Ice Tea
Flavours: Lemon, Strawberry & Peach
Ingredients: Water, Fruit Extract, Citric Acid,Tea Extract, Natural Flavouring, Vitamins[Vitamin C, Niacin(B3), Vitamin B6, Biotin(B7), Vitamin B12] Minerals [Magnesium,Zinc] and Natural Sweetener.
3.0 Herbal-based Drink & Fortified Tea
Little Miracles’s Blend of Organic Tea, Super Fruit Juice, Ginseng and Açaí
Organic Blends:- White Tea , Cherry, Açaí, Ginseng, Agave- Rooibos Tea, Elderberry, Ginger, Ginseng, Agave- Black Tea, Peach, Açaí, Ginseng, Agave- Lemongrass, Orange, Ginger, Agave- Baobab, Mate, Ginger, Agave- Green Tea, Pomegranate, Açaí, Ginseng, Agave
Titan Tea’s Organic Tea + Electrolytes
Flavours: Lemon Black Tea, Raspberry Black Tea,Pomegranate Green Tea, Peach Green Tea, 50/50 –Lemonade and Black Tea, Honey Green Tea
Ingredients for Pomegranate Green Tea: TripleFiltered Water, Organic Fair Trade Green Tea, OrganicFair Trade Cane Sugar, Contains 0.5% or Less Of:Pomegranate Juice Concentrate, Organic Lemon JuiceConcentrate, Titan Tea Essential Electrolyte Blend(Sodium Citrate, Potassium Citrate, Calcium Citrate),Natural Flavours, Citric Acid, Natural Caffeine.
Isopure’s Fortified Black Tea & Green Tea with Lemon
Each serving (per bottle) contains170 calories and contains 10.2 g ofBCAA's & full dose of flavonoidantioxidantsIngredients for Black Tea Lemon: FilteredWater, Ion Exchange Whey (Milk) ProteinIsolate, Black Tea Powder, Natural Flavor,Sucralose, Phosphoric Acid, Polysorbate80.
4.0 Kombucha & Probiotics
Ingredients for Original Kombucha: Organic MOJO Kombucha(Water, Organic Sugar*, Organic Tea, Kombucha Culture), Probiotic(Bacillus coagulans GBI-30 6086).*Sugar is crucial for effective fermentation and is consumed by thekombucha culture.
MOJO’s Classic Kombucha
Flavours: Original, Ginger Tonic, Lemon Citrus, Perfect Passionfruit,Raspberry Passion, Blueberry & Ginger Bliss, Turmeric Trio,Strawberry Hibiscus
Living powerhouse of healthy goodness, filled with activeenzymes, b-vitamins, organic acids and proven probiotics
Captain Kombucha’s Legendary Fermented Drink
Flavours: Original, Pineapple Peach Splash, CayennePepper, Coconut Summer Beach, California Raspberry
Real unpasteurized Kombucha with PowerfulProbiotics, packed with enzymes and probioticgoodness.
Ingredients: Filtered water, BIO Certified Evaporated CaneJuice (Cane Sugar Transformed During Fermentation), BIOCertified Green Tea, Pure Live Kombucha Culture(Probiotic Bacteria and Yeast), BIO Certified Tea Extract.Water Filtered By Reverse Osmosis.
4.0 Kombucha & Probiotics
Tea Of Life’s Kombucha
Flavours: Hibiscus YerbaMate, Lemongrass YerbaMate, Original
Delicious blend oforganic sweet teas withan ancient probioticculture
Flavours: Classic, Aronia,Papaya, Elder, Ginger,Cinnamon, Mint, Rose
Kombucha Life’s Kombucha Tea
Ingredients for Papaya Flavour:Herbal Tea, Papaya andPineapple Infusion, (FilteredWater, Tea Leaves 2%), Sugarand Kombucha Cultures.
Unpasteurised to guarantee activity of naturally presented beneficial probiotics Urban’s Kombucha
Flavours: Ruby Sipper, Purple Rain,Flower Power, Bee’s Knee, Believe
Ingredients for Purple Rain: OrganicRaw Kombucha (Triple Filtered Water,Cane Sugar*, Tea*, KombuchaCulture*), Blueberries*, Ginger Root*,Hibiscus Flowers*, Butterfly PeaFlowers**Organic and Fair Trade
Baba’s Bucha
4.0 Kombucha & Probiotics
Inner-Eco’s Probiotic Coconut WaterFlavours: Original, Berry, TropicalIngredients for Original Flavour: Fresh YoungCoconut Water, Kefir Cultures
Forager Project’s Drinkable Cashewgurt
Flavours: Unsweetened Plain, Wild Blueberry,Strawberry
Ingredients for Unsweetened Plain Flavour: Cashewmilk(Filtered Water, Cashews), Tapioca Starch, Coconut Cream,Live Active Cultures. Live Active Cultures (S. Thermophilus,L. Bulgaricus, B. Bifidum, B. Lactis, L. Acidophilus, L. Casei,L. Paracasei, L. Plantarum, L. Rhamnosus).
Skånemejerier’s Drinking Yoghurt
Arla & More’s Oat and Yoghurt Smoothie
Flavours: Pineapple Coconut, Raspberry Beetroot
Ingredients for Pineapple Coconut Flavour: Yoghurt(Pasteurized Milk, Yoghurt Acid), Fruit (Pineapple10.8%, Pear Juice Concentrate 8.1%, Coconut Milk1.5%), Water, Oats 1.8%, Ginger, Turmeric
4.0 Kombucha & Probiotics
Each shot of Biomel contains billions of live active cultures,
Vitamin B6, D and Calcium
Biomel’s Dairy Free Probiotic Drink
Flavours: Natural, Pure Vanilla, DarkChocolate
Ingredients for Natural Flavour:Coconut Milk (Purified Water,Pressed Coconut), Natural FruitExtract (Grape), Gellan Gum, Sea Salt,Vitamins B6, D, Calcium and Billionsof Live Active Cultures
Danone’s DanActive
Flavours: Pomegranate Berry, Blueberry,Vanilla, Strawberry Banana, Strawberry, Multi-fruits, Raspberry Açaì
Ingredients for Pomegranate Berry Flavour:Skim Milk, Water, Sugar, Cream, Modified MilkIngredients, Modified Corn Starch, StrawberryPuree, Blueberry Puree, Pomegranate JuiceConcentrate, Natural Flavour, Natural Colour,Sodium Citrate, Active Bacterial Cultures, ActiveProbiotic Culture (L. casei CNCM I-1518), MalicAcid, Vitamin D3, Vitamin A Acetate. Made withVitamin A & D Fortified Skim Milk.
Pure Earth’s Kefir Drink
Flavours: Grapefruit, Spirulina, Apple & Mint,Coconut & Lime
Each kefir drink contains 10 Billion LiveCultures per 100ml (incl. Bifidobacteriumpsychraerophilum, Lactobacillussatsumensis, Lactobacillus paracasei)
Ingredients for Spirulina Flavour: FilteredWater*, Cane Sugar (for fermentation), PressedLemon Juice, Phycocyanin Powder (SpirulinaExtract), Water Kefir Grains* (grains are sievedbefore bottling), Icelandic sea salt**Non-organic Ingredients
References
• Farr, R. (2018). Why Kombucha May Be The Next Big Thing In Europe. Retrievedfrom https://www.drinkpreneur.com/beverage-howto/why-kombucha-may-be-the-next-big-thing-in-europe/
• Future Market Insights. (2018). Functional Beverages Market Dynamics, Forecast,Analysis and Supply Demand 2014 – 2020, Industry Report.
• Mordor Intelligence. (2018). Europe Functional Beverage Market - Segmented ByProduct Type (Energy Drinks, Fortified Juice, Sports Drinks, Dairy and DairyAlternative Drinks and Others), Sales Channel ( Supermarket/Hypermarket,Pharmacy, Health Stores, Convenience Stores, Online Retailing and Others), andGeography - Growth, Trends and Forecasts (2018-2023), Industry Report.