These days, humans have a lot of available options for improving their health and one of the most convenient ways is using functional food and beverage. Food is known for supplying original beneficial nutrients in a general way, but just a few people know that drinks have the same function in providing nutrients as food does. This article will discuss fortified beverages in detail, like their health benefits, their portion in the global beverage market or some fortified beverage key players.
What is a fortified beverage?
Unlike traditional beverages, fortified beverages have nutrients added that don’t naturally occur in the drinks. These beverages are meant for improving nutrition and adding health benefits that are not the nutrients that were initially present in the food.
Beneficial ingredients of the fortified beverage
Consumer preference is no longer on traditional beverages (hydrate-quench thirst), and they want more innovative nutritional beverage use of fortifying ingredients in their daily use. Protein, Calories, antioxidants, vitamins and minerals, omega-3 and fiber, are some popular ingredients added in fortified beverages. Each ingredient has unique functional benefits that will match consumer needs.
Calories – boost energy
Calories have been known as “energy”, most normal people need 2,000-calories to meet the standard nutritional per day. But depending on activity level, age, gender, body size and goals, some people may need more.
So, a fortified beverage with adding more calories will solve this problem. Athletes need more calories than the general public. People with physical jobs as construction workers or farmers may require a higher number of calories to do their work. Using calorie-fortified beverages is the most convenient and fastest way to boost energy.
In addition, controlling calories also helps gain weight and lose weight. To gain more weight quicker, people need to increase their calorie needs based on their health conditions and in contrast to getting weight loss.
Protein – provide numerous major benefits
Protein is one of the three primary macronutrients (fats, carbs, and proteins) that affect our health differently. In general, people have thought that protein is used for muscle building, but protein-fortified beverages can do much more than that.
- Provide energy
It’s the fastest and easiest way to provide the body with a decent amount of protein to start a new day and recharge energy when getting tired.
Drinking protein-rich beverages is not only building muscle but also constructing a healthy bone system. Especially in the woman who is at high risk of osteoporosis after the menopause period
Protein consumption will strengthen the nail, and glow the hair and skin. Protein supplies the body with the amino acids it requires to make keratin – one of the structural proteins in human skin, hair and nails. To boost more keratin in the body, it’s crucial to consume an adequate amount of protein and other nutrients that support this process.
Reduce craving for late-night snacking
Craving for food late at night is not a normal hunger behavior in general. It’s desperately hard to control the craving feeling, and the most effective method to overcome this is to prevent it from the beginning.
One of the best prevention methods is to raise the protein intake during the day. Study shows that increasing protein consumption to 25% of calories reduced cravings by 60% and the desire to snack at night by half.
Antioxidants – protect against cell damage
Antioxidants help the body against damage from free radicals, and unstable molecules that the body produces to react to environmental and other pressures.
Factors that affect the production of free radicals in the body can be internal, like inflammation or external, for example, pollution, UV exposure, and cigarette smoke.
Once formed, the reactive radicals may run a chain reaction, damaging healthy cells, which may contribute to the growth of many illnesses, including cancer, arthritis, stroke, respiratory diseases, immune deficiency, emphysema, Parkinson’s disease, and other inflammatory or ischemic conditions.
Antioxidants-fortified beverages help neutralize free radicals in our bodies by being oxidized, thus preventing free radical damage.
For instance, green tea is a concentrated source of the antioxidant epigallocatechin gallate (EGCG), positively affecting the immunity system and chronic inflammatory disease. Green tea is also a good supplier of the amino acid L-theanine, which aids in producing germ-fighting compounds from T-cells.
Strawberries are the best rich source of vitamin C and antioxidants. According to a FRAP analysis, strawberries provide up to 5.4 mmol of antioxidants per 3.5 ounces (100 grams), and strawberries contain anthocyanins-a type of antioxidant, which make them have a red color. Strawberries with a higher anthocyanin content tend to be a brighter red.
Vitamins and minerals – boost the immune system, support normal growth
Vitamin and mineral fortified beverages are more favorable. Primarily, the mineral calcium and vitamin D are associated with healthy, strong bones. Also, a mineral linked to heart health, as it protects blood vessels from oxidative damage. It is also related to proper kidney function.
Vitamins divide into two categories: fat-soluble and water-soluble. The fat-soluble vitamins: A, D, E, and K — break down in fat and be stored in the body. The water-soluble vitamins: C and B-complex vitamins — need to dissolve in water before your body can absorb them.
The vitamin B complex has eight vitamins. These are essential nutrients for general growth and have become associated with slowing the aging process in recent years.
In particular, vitamins B1 (thiamin) and B2 (riboflavin) help the body produce energy and affect enzymes that build the muscles, influencing nerves and the heart. Vitamin B3 (niacin) performs a role in energy production in cells and maintains healthy skin, supporting the nervous and digestive systems.
Vitamin B5 (pantothenic acid) influences stable growth for the whole body. Vitamin B6 (pyridoxine) supports the body’s breakdown protein, helps maintain the health of red blood cells and parts of the immune system.
In contrast, vitamin B7 (biotin) helps break down protein and carbohydrates and allows the body to generate hormones. Vitamin B9 (folic acid) supports the cells in the body to produce and maintain DNA and is essential in regenerating red blood cells. And, the last one is vitamin B12 (cobalamin). It also has a section on producing blood cells and how the body uses folic acid and carbohydrates.
Folic acid is an interesting vitamin; its deficiency in pregnant women is associated with miscarriage and neural tube defects in infants.
Another nutrient often ignored is Zinc. Considered as a trace mineral, which means people need less than 20 mg per day, it’s said that nearly 65% of the population is in a zinc deficit.
The function of Zinc is a cofactor for more than 300 enzymes in the body, making it crucial for many bodily functions. This includes proper development, neurological function and immune response. Also, Zinc supports the body fight off invading bacteria and viruses and healing wounds and promoting healthy growth for children and young adults.
With such benefits, consumers would like to use vitamin-fortified beverages or mineral-fortified beverages more often because of their advantages. And it would be wise to invest in fortified drinks.
Omega-3 – support the brain and nervous system
Omega-3 fatty acids are compounds of eicosapentaenoic acid (EPA) and docosahexaenoic acid (DHA). They contribute to the brain’s development, the nervous system in infants and toddlers.
Based on research, DHA contains 40% of the polyunsaturated fatty acids in your brain and 60% in the retina of your eye. Therefore, omega-3 also improves eye health because it is a major structural component of the eye; when people don’t get enough DHA, vision problems may arise.
Fiber – protect against heart disease
Fiber is mainly classified into soluble, which dissolves in water and insoluble, which doesn’t dissolve.
- Soluble fiber: This type dissolves in water to form a gel-like material. It can help with lowering blood cholesterol and glucose levels.
- Insoluble fiber: This type of fiber promotes the movement of material through the digestive system and increases stool bulk, so it will be helpful in those who struggle with constipation or irregular stools.
Fortified beverage market
According to a recent report, the global fortified beverages Market is driven by increasing health-conscious consumers in developing countries. In addition, the enhancement of livelihood in developing economies is also a significant factor for the development of fortified beverages from 2021 to 2027.
Due to their busy work life, consumers are looking out for convenience products to fulfill their daily nutrition intake. Hence, the demand for fortified beverages is rising. Moreover, the drinks coming in various attractive packaging solutions, especially pouches, will significantly impact customer behaviors.
Besides, increasing per capita disposable income in developing economies coupled with rising urbanization is anticipated to be one of the significant reasons for the growth of fortified beverages from 2021 to 2027.
Fortified beverages offer extra micronutrients, which include essential trace elements and different vitamins. Fortification of beverages involves adding micronutrients to drinks that the other segment consumers generally consume. Fortified drinks offer a diverse range of products enriched with various nutrients. They come in multiple types, such as fruit juices, sports drinks, energy drinks, flavored milk, mineral water, flavored powder drinks, soft drinks.
- The fortified beverages market has been segmented based on nutrients such as minerals and vitamins. The mineral segment is further sub-segmented into zinc, folic acid, iron, omega-3, and others. Also, the vitamin segment is further sub-segmented into Vitamin A, Vitamin B, Vitamin C, Vitamin D and others.
- Fortified beverages have been segmented based on product type, which includes non-alcoholic beverages, alcoholic beverages. Non-alcoholic drinks can be classified into fruit juices, sports drinks, energy drinks, flavored milk products, bottled water, flavored powder drinks, soft drinks, etc.
- Fortified beverages have been segmented based on distribution channels such as supermarkets & hypermarkets, specialist retailers, convenience stores, etc.
The 7 key players profiled in the fortified beverages market are Abbott Laboratories (U.S), Nestle SA (Switzerland), The Coca-Cola Company (U.S.), The Boots Company PLC (U.K.), Danone SA (France), Tropicana Products Inc. (U.S.) and General Mills, Inc. (U.S.).
The global fortified beverages market is divided into:
- North America
- And the rest of the world (ROW).
Specifically, the North American region is going to retain its dominance throughout 2021-2027. This plan is attributed to the increasing per capita disposable income and the changing lifestyles of the consumer in the U.S. Europe is also estimated to hold a healthy market proportion in the fortified beverages market.
However, Asia Pacific is planned to register a maximum Compound annual growth rate (CAGR) during 2021 and 2027. Especially China and India offer a lucrative opportunity in the Asia Pacific region for the fortified beverage manufacturers. The Latin American region is projected to explore a great potential in the fortified beverages market due to some countries’ rising disposable income.
Top 5 most popular fortified beverages
Oatly is a Swedish company of food and beverages that come from oats, making its “milk” products completely dairy-free and suitable for special diets. The company guarantees that their products are 100% plant-based.
The chilled Original Oat Drink is the signature product, made without lactose, milk protein or soy, and instead is made from a blend of milk and Swedish oats. In addition to this, the drink is fortified with calcium, fiber and vitamins like D2 and B12.
Oatly’s drinks are also appealing for those with allergies or people of all ages who could benefit from a drink that’s low in saturated fat and super beneficial for the heart and stomach.
Bai is a line of antioxidant-infused beverages packed with flavor and not sugar— there are no artificial sweeteners. Bai is sweetened with plant-based sweeteners, stevia leaf extract, and erythritol and is infused with antioxidants derived from coffee fruit and white tea.
Bai brands are famous for antioxidant water, which is purified twice before enriched with electrolytes and free radical-fighting antioxidants. Bai’s antioxidant concentration comes from coffee fruit extract, white tea extract, and vitamins such as C and E.
Antioxidant water is infused with the electrolytes potassium and magnesium, enhancing the taste and mouthfeel of the product.
Antioxidant water has a crisp, clear taste. The antioxidant selenium does not impact flavor, and our electrolyte infusion gives our water a refreshing finish. We have added enough selenium to provide 10% of your percent daily value.
Humblemaker coffee is a California coffee company producing organic craft whole bean coffees & coffee beverages – proudly dedicating 10% of their annual profits to improve the lives of children living with autism.
Coffees: Humblemaker provides the world’s finest organic coffees through reputable channels and works diligently to secure direct-trade agreements with farmers who share the greatest organic coffees with consumers. They roast using both traditional drum roasting techniques as well as utilizing innovative fluid bottom equipment.
Cold-brew: Humblemaker precision cold brewing process consistently yields us the signature full-bodied & perfectly balanced cold brew coffees. They innovate with roasting methods and ingredients, with the utmost care in providing our customers with the best in organic and health-conscious ingredients.
For example, the cold-brew shot: Ojai Valley is fortified with vitamin C, Vitamin D, Zinc, and echinacea to support a healthy immune system.
Nutrient Survival provides a variety of food and beverage products that fortify with many nutrient benefits. For beverages, the company offers three main lines of products: coffee, immunity, and hydrate.
Hydrate drinks focus on antioxidants to fight inflammation, B complex for energy, Vitamin D for strength. All essential vitamins for cell repair. Immunity drink contains an immune boost drink and the revised drink includes 13 essential vitamins plus immune system mineral defenders like selenium, manganese, magnesium and Zinc.
5. Vita Cup
VitaCup’s founder and CEO are Brandon Fishman; he was inspired to create VitaCup in 2015 after consulting a naturopathic doctor specializing in hormones, lifestyle medicine, and clinical nutrition to find out why he felt chronically unwell.
VitaCup offers two main lines of products: coffee and tea, and each have a specific option based on consumer needs.
VitaCup coffee pods have sources from Fair Trade in South and Central America. Each pod features the brand’s signature vitamin combination of B1, B5, B6, B9 (folic acid), B12, D3, and antioxidants.
The Green Tea contains a powerful blend of Matcha and Moringa to the mix. All Green Tea products are vegan and free of gluten, dairy and soy. Cutting down on unnecessary waste and minimizing the carbon footprint is a core component of the company’s mission.
The pods are entirely recyclable and produced in a LEED-certified facility. VitaCup employs nitrogen-packing to vacuum-seal each pod, which reduces oxidation and ensures a fresh, gourmet taste with every brew.
Beverage manufacturers have tended to bring out fortified beverages with a meaningful amount of fruits, nuts, seeds, omega-3, protein, fiber, and vitamins or minerals like Zinc and iron.
These essential nutrients to affordable products are consumed regularly by people who need them most. Most fortified products are sold in developing and emerging countries where micronutrient deficiency is most prevalent.
To fully prepare for the future of work, businesses need to fully understand the nature of their work, how the market segment and what trends are viral. Getting this right will determine the champions in the competitive beverage market. Future posts in our blog will further deeply explore the beverage industry and the challenges and opportunities they bring for businesses as they seek to navigate an uncertain future.
Tan Do is a global beverage ODM/OEM manufacturer and supplier located in Vietnam. Since 1996, we have built trust and credibility not only throughout Vietnam but also in many parts of the world. Leveraging state-of-the-art technology, we have crafted thousands of products that align with ISO, HACCP, HALAL, FDA, and many other standards.