Article by
JOHAN CERSTIAENS, Commercial Director, SVZ
Meeting consumer demands in today's beverage market can feel like an uphill battle, particularly in the Asia-Pacific (APAC) region which dominates the global market with a staggering 40% share of worldwide health drink sales.[i] As countries across Asia are implementing or exploring front-of-pack nutrition labelling – such as Singapore's ‘Nutri-Grade’ and Indonesia's proposed ‘Nutri-Level’ systems – brands face mounting pressure to keep sugar levels low and boost nutritional content, all while maintaining great sensory attributes. At the same time, consumers want to make healthy choices but feel overwhelmed amid a sea of conflicting advice.[ii] As a result, shoppers are searching for straightforward ingredients with claims they can trust. By swapping a long list of E-numbers for instantly recognizable ingredients like fiber-rich kale and spinach, beverage brands can help consumers cut through the confusion and get back to the products that make them feel nourished. Keep reading to explore how fiber-enriched beverages are meeting consumers' thirst for simple, nutritious and transparent beverage options with uncompromising taste.
Back to basics
Shoppers
are increasingly overwhelmed and wary of vague or complex nutritional claims,
driving demand for clear, common-sense benefits that reflect the basics of
nutrition. In this clean eating era, it's no surprise that clean drinking has
followed suit, with demand for natural, minimally processed beverage
ingredients reaching a crescendo across the market. For instance, in India, a
sizable 40% of juice shoppers prioritize ‘no artificial ingredients’ above all
other factors when choosing their beverages, a sentiment also shared by
consumers in South Korea and other nations across the region.[iii] As one
of the most important macronutrients, fiber is viewed by most people as central
to good health,[iv],[v]
and with more people looking for simpler, tried and tested nutritional claims over
fad diets and complex regimes – fiber looks set for a popularity boost.
Fiber-rich
vegetable ingredients are the perfect way for beverage manufacturers to meet rising
demand for more straightforward nutrition. Vegetables like kale and carrots
deliver good fiber content to calorie ratio of 1:10 in some cases, while
remaining relatively low in sugar. These ingredients are not only
nutrient-dense but also versatile and easy to incorporate into a wide range of
beverage products. Fiber-rich vegetable ingredients are already transforming
beverages, boosting morning smoothies with essential nutrients and adding body
to afternoon frappés. Meanwhile, red fruits enhance drinks with natural
sweetness. And when the day winds down, these ingredients elevate after-hours
options too, from botanical-infused mocktails to fruit-forward craft beers.
Simple, not boring
While the back-to-basics trend encompasses simplicity,
this does not mean boring. Today's
consumers are keen on experimenting with different flavors.[vi]
This creates a delicious dilemma for producers: how to deliver a taste
sensation that doesn't tip the scales on sugar content? The solution can yet
again be found in the natural sweetness and robust flavors of fiber-rich
ingredients made from fruits and vegetables. The zingy and intense flavors of
red fruits like strawberries and raspberries can provide natural color and flavor
enhancement without the need for artificial additives, while versatile
vegetables like kale, spinach and cabbage can add depth and flavor complexity
to drinks.
Looking ahead
In
the next five years, functional beverages will continue to evolve by aligning
with consumer demands for simplicity, transparency, and authenticity. As people
seek straightforward nutrition, the focus will shift toward clean-label
products with natural ingredients that consumers know and understand, putting fiber-rich
ingredients in the spotlight.
SVZ
offers a vast selection of premium-quality, responsibly-produced fruit and
vegetable ingredients that can help beverage brands navigate the great fiber
revival — and any other trends predicted to emerge over the next 12 months. The
company’s ongoing mission is to evolve perceptions of fruit and vegetable
ingredients past the expected by finding new and exciting ways to show-off
their innate versatility, which unlocks endless possibilities for beverage
innovation.
[i] Euromonitor,
February 2022. Data ending 2021.
[ii] Mintel Food
and Drink Trends 2025 [Webinar Recording]
[iii] Mintel, A
year of innovation in juice & beverage concentrates, 2023, P.24
[iv] Victoria
Norton, Carol Wagstaff, Julia Rodriguez Garcia, Alison Lovegrove, Peter Shewry,
Mark Charlton, Nicola Gillett, Marcus John Tindall, Stella Lignou, “Wait, Do I
Need More Fiber?” Exploring UK Consumers’ Dietary Fiber-Related Awareness and
White Bread as a Viable Solution to Promote Subsequent Intake, Current
Developments in Nutrition, Volume 8, Issue 9, 2024, 104430, ISSN 2475-2991,
https://doi.org/10.1016/j.cdnut.2024.104430.
[v] Gustafson
CR, Rose DJ. US Consumer Identification of the Health Benefits of Dietary Fiber
and Consideration of Fiber When Making Food Choices. Nutrients. 2022 Jun
3;14(11):2341. doi: 10.3390/nu14112341. PMID: 35684141; PMCID: PMC9182951
[vi] Mintel, A
year of innovation in carbonated soft drinks, 2023.
Comments
Post a Comment