Page 40 - Food&Drink Magazine October 2021

BEVERAGE BUSINESS
Beverages are no longer consumed simply to quench thirst or as a refreshing pick-me-up. The team at Kerry Asia Pacific, Middle East & Africa explain how beverages are being more widely considered as a source of nutrition.
Beverages with boost
WITH 94 per cent of Australians still not eating enough fruits and vegetables, juice has become the go-to beverage and source to meet their recommended dietary intake of fruits and greens, with one third of Australians drinking juice daily.
Health and wellness are clearly front and centre of consumers’ dietary agenda. But rather than relying on supplements to support their nutritional needs, 74 per cent say they prefer to get their daily dose of health benefits from what they eat and drink. In addition, since COVID-19, one in four Australians say they are buying more fortified products.
Consumer preference has shifted significantly. Sugar is a top concern with a global increase of 44 per cent in low or reduced sugar products since 2015. In Australia, 54 per cent say they check the sugar content on nutritional labels.
Along with the preference for less sugar is the rise of plant- based protein, with more consumers regarding it as a healthier alternative to animal protein and more environmentally sustainable. With busier, more active lifestyles, people are looking to include more nutritional ingredients such as protein,
vitamins, minerals, and probiotics to their diet to support their health and wellbeing.
When it comes to deciding which healthy lifestyle products are worth purchasing, five top factors signal the increasing demand for functional benefits. Immune health ranks number one at 54 per cent, followed by bone and joint health (51 per cent), digestive health (47 per cent), heart health (46 per cent), and improved energy (43 per cent).
In terms of immune health in relation to food and beverage, 34 per cent of people turn to fruit and vegetable juices to strengthen their immunity (after yogurt at 37 per cent) as well as digestive health. Add to that, 53 per cent strongly associate probiotics with good gut health, second to fibre (56 per cent), the top ingredient associated with digestive health.
As functional demands grow, the role of protein has also evolved. One in four consumers in Australia scrutinise protein content when shopping for food and beverage. Where once a niche segment of athletes or sports enthusiasts sought protein nutrition to enhance their performance, now protein has gone mainstream with regular consumers opting for
protein to support an active or healthy lifestyle, be it protein bars, protein drink powders or ready-to-drink (RTD).
While taste continues to be the top purchase driver among consumers globally, value for money now ranks high in importance. For brands to offer beverages that satisfy fast- changing consumer demands,
54%
OF AUSTRALIANS CHECK THE SUGAR CONTENT ON NUTRITIONAL LABELS
fortifying with the right healthy ingredients without compromising on taste is key to delivering delicious, healthier beverages consumers enjoy and feel good drinking. Think smoothies, juices, refreshing tea, or RTD water with added protein, probiotics and fibre.
More critically, giving consumers science-backed ingredients and simplifying research is vital in building brand trust and credibility. Presently, seven in 10 consumers feel that food companies are
more focused on profits rather than food ethics. Consumers are more likely to purchase a product based on recommendation from a healthcare professional or research they have done on a product’s ingredients and health claims. They also look for clear information on labels on efficacy of benefits and scientific data backing those claims.
The trend towards healthier beverages is an opportunity to develop holistic solutions that complement benefits consumers associate with these products. Consider natural taste modulation to reduce sugar and mask off notes while balancing and optimising taste; added functionality through proven immune-supporting ingredients, plant-based protein solutions and low viscosity, water soluble fibre; and natural botanical flavours and extracts as well as dairy or non-dairy solutions like oats to enhance flavour and mouthfeel.
Innovation alone is not enough. Brands must also make it easy
for consumers to make healthier choices through education
by communicating benefits clearly on packaging, through influencer marketing, brand content, in-store promotions, andsocialmedia. ✷
40 | Food&Drink business | October 2021 | www.foodanddrinkbusiness.com.au