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    einar-willumsen-logo Einar Willumsen

    Functional beverage trends 2024

    Fueling Wellness and health

    Health-conscious consumers actively seek products that not only satisfy their taste buds but also contribute to their overall well-being. Holistic wellbeing means that consumers are now increasingly demanding gut-friendly products with pre – or probitoics. On the mental side consumers are looking for beverages that increase mental clarity and cognitive edge.

    The market

    The demand for health has never been bigger. The opportunity for brands to help consumers age and live well by keeping hearts healthy, supporting weight management, and improving muscle mass. The overall market size and revenue from the different segments of functional food and beverage show unparalleled potential.

    The global functional food and beverage market market is predicted to grow at a CAGR of

    %

    between 2021 and 2028

    In 2019, the global functional protein market was estimated to a value at approximately 5 billion U.S. dollars and is estimated to reach

    billion U.S dollars in 2026

    The global revenue in the 'Energy & Sports Drinks' segment is forecast to continuously increase between 2023 and 2027 by

    Billion U.S. dollars (+24.32 percent)

    The global market value for plant protein is forecast to be

    $

    Billion U.S. Dollars in 2027

    World map

    Trending functional products

    Innovation in functional food and drink revolves around a continuously growing demand. Consumer products are centered on health needs, with a notable focus on energy, holistic health, relaxation, hydration, and sleep support.

    Types of functional flavorings

    Chocolate

    Bitter, sweet, and creamy - Chocolate has a rich, complex flavor profile that combines sweetness, bitterness, and often nutty or fruity notes

    Salted Caramel

    Sweet, creamy and salty - Salted caramel's versatility makes it a popular choice in a wide range of products, including ice cream, candies, coffee drinks, desserts, and protein bars

    Vanilla

    Sweet, creamy and warm – Vanilla has a rich and sweet flavour profile that is widely used across culinary applications for a good reason.

    Vanilla flavours for functional beverages and protein bars

    Coffee

    Bitter, acidic, and rich - Coffee has a complex and diverse flavor profile

    Strawberry

    Sweet, tart and fresh - Strawberries are widely loved and used. Their hint of tartness adds a refreshing and slightly tangy element to their flavour profile.

    Banana

    Creamy, sweet and mildly tart – bananas have a natural mouth-coating texture making them an interesting choice for CSDs – adding a pleasant mouthfeel to the final product.

    Cookies and Cream

    Sweet, creamy and crunchy - Cookies and cream is a popular and indulgent flavor profile that mimics the taste of the classic cookies and cream combination found in desserts

    Peanut Butter

    Nutty, aromatic and creamy - Peanut butter is a beloved flavor known for its rich, nutty, and slightly salty profile