Market Trends

The Case for Health in Beverages

The one constant in the beverage market is that it is perpetually changing. For decades, we’ve seen evolution in terms of performance, taste, origins, nutritional factors and sustainability.

Today, consumers want to purchase beverages they view as healthy and natural, which is a theme consistent with many food categories. This challenge from consumers is taking shape in trends such as increased protein content and sugar reduction.

Increased Protein Intake 

In 2017 Nutrition & Biosciences conducted a proprietary research study involving more than 5,000 consumers in 11 countries to determine habits on protein consumption. The results showed almost half of consumers are actively trying to consume more protein or aware that they should (28% actively trying to consumer more protein and 18% aware they should consume more protein). Consumers in developing countries (based on collective responses from China, India, Thailand, Mexico, Colombia & Brazil) indicate a greater likelihood to actively try to consume more protein (35% vs. 20%.) About 35% of global respondents are consuming more plant-based proteins.

Beverages are a key vehicle for delivering protein in variety of applications and the right opportunity to address this growing trend.

Sugar Reduction

Behind the sugar reduction trend is the alarming rate of obesity. Since 1975, worldwide obesity has nearly tripled. According to the World Health Organization (WHO), in 2016, more than 1.9 billion adults, 18 years and older, were overweight. Of these, more than 650 million were obese. More than 340 million children and adolescents aged 5-19 were overweight or obese in 2016, with 41 million children under the age of five overweight or obese in 2016.

The WHO has since urged a tax on sugary beverages and many other government authorities and manufacturing associations are making sugar reduction enforcements.

Controlling sugar content in beverages will make a big impact on combatting this issue and with the mandates to remove sugar comes a need to deliver the same taste and texture. It’s not an easy task, but Nutrition & Biosciences can help.

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