Functional food and beverage provide a lot of options for improving the overall health of all and is one of the most convenient ways of including important nourishing elements in the diet. Drinks have the same function in providing beneficial nutrients as food does. Let’s find out more.
Market Scenario for Fortified Beverage
The demand for fortified drinks is rising as consumers are constantly looking for convenience products to fulfil their daily nutrition intake. The global fortified beverages market is driven by increasing health-conscious consumers. Fortification of beverages involves adding micronutrients to drinks that caters to all consumers.
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 also been segmented based on distribution channels such as supermarkets & hypermarkets, specialist retailers, convenience stores etc.
Fortified beverages have nutrients added in the drinks for improving nutrition and adding health benefits that are absent in the food. 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 and soft drinks.
Consumer preference has shifted from traditional beverages to inventive nutritional beverage and consumers are keen on including the use of fortifying ingredients in their daily use. By adding natural colors for beverages, manufacturers can create vibrant drinks to make the beverage more appealing for consumers. Some popular ingredients that have unique functional benefits are added in fortified beverages such as protein, calories, antioxidants, vitamins and minerals, omega-3 and fiber. Let’s discuss in depth about these:
Calories: By adding more calories, a fortified beverage will solve the trouble of providing standard 2000 calories for consumers. Using calorie-fortified beverages is the most convenient and fastest way to boost energy.
Fiber: These are responsible for protection against heart diseases. Fiber is mainly classified into 2 categories:
- 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 movement through the digestive system and increases digestion.
Antioxidants: Antioxidants-fortified beverages help neutralize free radicals in our bodies by being oxidized and preventing free radical damage. Strawberries are the best rich source of vitamin C and antioxidants and contain anthocyanins that provide a bright red food color.
Omega-3: These fatty acid compounds support the brain and nervous system and contribute to the brain’s development. It also improves eye health as it is a major structural component of the eye.
Vitamins and minerals: Vitamin and mineral fortified beverages are important as it protects blood vessels from oxidative damage and takes care of 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.
Zinc: The function of Zinc is pivotal as it is necessary for more than 300 enzymes for bodily functions. This includes proper development, neurological function and immune response.
Protein: Protein-fortified beverages can do much more than just muscle building like constructing a healthy bone system. To boost more keratin in the body, it’s crucial to consume an adequate amount of protein and other nutrients that support this process.
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. Most fortified products are sold in developing and emerging countries where micronutrient deficiency is most prevalent.
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.