
Vitamin and mineral enriched drinks
Remain relevant in 2025
Vitamin-enriched beverages appeal to a wide range of age groups, from Gen Z to older adults.
In a time where immune support has become part of consumers’ mindset and general zeitgeist, as people continue to prioritise resilience and wellbeing in the wake of recent global health challenges. Vitamin-enriched drinks are appealing to consumers across age groups. Brands are responding by formulating drinks rich in essential vitamins—especially C, D, and B vitamins—known for their role in supporting immune function. This focus on immunity meets consumer demand for effective, everyday health solutions and aligns with the broader trend of seeking simple, trustworthy nutrition in an age of information overload.
Immune support at a glance
Vitamins are as multifunctional as they are strong in numbers. From being used to claim “Mental clarity” to “Focus” especially Pantothenic Acid (B5), B6 and B12 have authorized claims registered in the European Commission’s Health Claims register. Vitamin-enriched products like Vitamin Well Focus and Lipovitan D combine caffeine and vitamins. Several market products specifically target older adults with a combination of protein, vitamin D, and calcium to support bone and muscle health, like Nestlé Boost and Sponser. As Gut Health ingredients like pre- and probiotics have gained sales momentum in recent years, more multifunctional drinks like Simply Pop feature both fibers and vitamins
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of German consumers agree that staying well-hydrated is important for maintaining good health.
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of UK consumers who have drunk bottled water in the last three months would like to learn more about their hydration needs.
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of Spanish consumers who have drunk bottled water in the last three months agree that it hydrates them better than other drinks.
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Electrolytes at a glance
Sodium (Na⁺)
Sodium is the main electrolyte present in extracellular fluid. It carries a positive charge and is crucial for maintaining fluid balance, transmitting nerve impulses, and enabling muscle contractions. The normal blood concentration of sodium ranges from 135 to 145 mmol/L. Sodium is commonly consumed in the form of table salt and processed foods.
Potassium (K⁺)
Potassium is the primary electrolyte found inside cells. Like sodium, it carries a single positive charge but has distinct physiological roles. Potassium is essential for the electrical activity of the heart and muscles and helps regulate fluid balance and pH levels within cells. The normal blood potassium level ranges from 3.5 to 5.0 mmol/L. Foods high in potassium include bananas, beans, and citrus fruits.
Calcium (Ca²⁺)
Calcium has a double positive charge and is widely recognised for its role in building strong bones and teeth. Additionally, it plays a crucial role in muscle contractions, nerve transmission, and blood clotting. The normal range for blood calcium levels is approximately 8.5 to 10.5 mg/dL. Good dietary sources of calcium include dairy products and leafy greens.
Magnesium (Mg²⁺)
Magnesium is a divalent cation that supports hundreds of enzymatic functions in the body. It is essential for muscle and nerve function, maintaining a healthy heart rhythm, and supporting the immune system. Normal blood magnesium levels range from 1.7 to 2.2 mg/dL. Good dietary sources include nuts, seeds, whole grains, and green leafy vegetables.
Hydration - linked to health
With rising global temperatures and a growing focus on healthier lifestyles, consumer demand for hydration products is naturally increasing. 64% of global consumers recognise the importance of hydration. It is linked to several key health factors, including emotional wellness, digestive health, skin health, and cognitive function.
Moreover, research shows that consumers associate hydration with a positive impact on energy levels, helping them feel fit and active, both physically and mentally. According to FMCG Gurus, around 40% of consumers prioritise flavour over hydration when choosing their preferred beverage.
With a wide variety of options available, purchasing habits are increasingly shaped by diverse preferences and needs. While taste and enjoyment remain primary motivators, functional benefits often help products stand out and capture consumer attention.
But which sub-categories are emerging within this growing hydration space?
often help products stand out and capture consumer attention.
But which sub-categories are emerging within this growing hydration space?
Performance support categories
Trending flavours in Sports and Energy Drinks
Over the past five years, fruit flavours have grown increasingly popular in sports and energy drinks across Latin America, becoming the dominant flavour group. However, citrus fruit flavours have seen a decline during the same period. In contrast, berry and seed flavours have gained prominence in new product launches. Overall, fruit flavours have been the main driver of flavour innovation in both sports and energy drink categories over the past year, with a stronger foothold in the sports drink segment.
