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    einar-willumsen-logo Einar Willumsen

    Vitamin and mineral enriched drinks

    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

    %

    of German consumers agree that staying well-hydrated is important for maintaining good health.

    %

    of UK consumers who have drunk bottled water in the last three months would like to learn more about their hydration needs.

    %

    of Spanish consumers who have drunk bottled water in the last three months agree that it hydrates them better than other drinks.

    World map

    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

    Electrolyte enriched beverages

    An analysis of data from 109 countries revealed that bottled water sales surged by 73% between 2010 and 2020. Today, a wide range of bottled water products are formulated with added electrolytes. From Gatorade Water to Lifewtr, many popular brands now include electrolytes to enhance their hydration benefits. A more recent trend is the emergence of vitamin-enriched waters with added electrolytes, as seen in new product developments (NPDs) such as Vitamin Well Sport, Vitamin Water Re-Hydrate, and Waterdrop Microlytes.

    Hypertonic Drinks

    Hypertonic drinks are ideal for recovery and quick calorie delivery, as they contain a higher concentration of sugar than blood. While their primary use is post-exercise, that doesn’t mean there’s no place for hypertonic drinks during training. Formulated with a high carbohydrate content, these drinks maximize energy delivery, making them useful for fueling high-intensity or prolonged activities. Most recovery drinks fall into this category, often including protein as an additional key ingredient to support muscle repair and replenishment.

    Hypotonic Drinks

    Hypotonic drinks are well-suited for endurance sports and optimal hydration. They contain a lower concentration of sugars and carbohydrates than blood, which allows for rapid fluid absorption into the bloodstream. In simple terms, hypotonic drinks hydrate the fastest, but they provide the least amount of carbohydrates per unit volume, making them ideal when hydration is a greater priority than energy replenishment.

    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.

    Sports and Hydratrion Drink flavours

    Orange

    Sweet, juicy and Refreshing

    Prickly Pear

    Brigh, fresh and mildly sweet

    Lime

    Green, Acidic and refreshing

    Sweetie

    Sweet, refreshing and grapefruit-like

    Passionfruit

    Acidic, sweet and mildly tart

    Tiger Lemon

    Zesty, Acidic and bold

    Grapefruit

    Tart, acidic and bright.

    Guava

    Sweet, tart and mildly floral

    Yuzu

    Sweet, acidic and floral

    Blackcurrant

    Tart, sweet and earthy