Functional Water And Current Market Trends

 

Water with added health and functional advantages is known as functional water. Worldwide development rates have been rapid in terms of aquaceuticals, with many new releases. Many of these new items emerged through less conventional development paths, with increased public knowledge via the Internet and more accessible travel fueling entrepreneurs' ambition to produce something unusual and new. Many products have been developed outside of the conventional setting of multinational water and beverage companies, and perhaps without the traditional restraints that often accompany that. This resulted in pushing the boundaries of the water category and formulation technology since new ideas and concepts had to be weaved into the goods.

It is easy to provide specifics in accurate manufacturing because flavored and functional waters sit midway between waters and soft drinks, defining production needs. Making these goods in facilities that solely pack mineral or spring waters is not viable without carefully considering the challenges that would arise and the need for significant process plant modification. Mineral and spring waters are valuable, and much work is expended to maintain their quality and composition. Therefore, we must also examine cross-contamination hazards in the industry and how to prevent them.

Expansion Of Boundaries In The Development Of Water Further

There is practically endless possibility for growth and innovation in the functional beverage sector right now, and functional drinking waters are expected to grow in popularity over the next several years. Ordinary drinking water may be raised to the rank of health drink by adding nutrients such as collagen (for skin health), protein (for muscle growth), and probiotics (capitalizing on the recent gut health and fermentation craze). Water's chemical composition can even be changed to improve health advantages, such as by adding more oxygen to enhance energy or more hydrogen to reduce inflammation.

Consumers are increasingly seeking items that might help them enhance their physical and emotional well-being, and they are doing so by paying closer attention to the components indicated on the label. Sugar has been in the "health spotlight" in recent years, and the heightened media attention has prompted several governments to take action against sugar overconsumption. Because sugar is commonly included in sports and energy drinks, many customers want to go 'natural' and drink water instead.

Functional waters aimed at specific consumer demands, such as enhancing fitness or promoting emotional well-being, have begun to gain momentum and are poised to disrupt the sports and energy drinks markets. We've gathered the newest worldwide innovation highlights that might inspire additional innovative product innovations in functional waters for a variety of demands, from protein-enriched waters aimed at athletes to those aimed at obsessive skincare fans.

Packaging And Formulation

While some substances used in flavored and functional water, such as fruit juices, aloe, and coconut water, are well-known and simple to deal with, other unique additives may necessitate more trial and error to perfect the flavor and solubility. Without a highly flavored basis to hide their inherent flavor, some spices and minerals may provide difficulty. Many consumers are also concerned about sustainable packaging, with many advocating for less waste than standard bottled water packaging.

The New Trends

In order to maximize the health advantages of water, marketers can change its chemical composition. For example, they can add electrolytes to promote hydration, oxygen to promote energy, or hydrogen to reduce inflammation. According to certain studies, people prefer drinking more water. Alkaline water's rapid expansion created a market for alternative waters that make similar claims while utilizing different ingredients and pH values.

The stress brought on by the epidemic has increased consumer demand for drinks with calming properties. As more states permit the sale of the items, more shelves display goods with CBD.

The Growing Demand For Natural Products

Due to growing consumer inclination towards natural ingredients, the micronutrient segment will dominate. The market is segmented into micronutrient, botanical extract, and other categories based on ingredient analysis. Since the improved waters are typically treated with micronutrients, this market segment dominates. However, the use of innovative components is becoming more popular. The demand for all-natural, plant-based components that are readily identified and accepted due to their well-established health advantages has increased in the worldwide marketplace. Superfruits, herbal extracts, and other plant-based components are known to have active principles that not only supplement speciality water's nutritional profiles but also perform the same functions as synthetic additions. The natural substances may also have other potential physical, mental, and emotional benefits in addition to immune support.

Market Driving Factors

Fortified beverage demand is increasing, supporting market expansion. The market for functional ingredient-enriched water is expected to be driven by the rising demand for fortified beverages with added nutrients such vitamins, minerals, amino acids, and proteins. The food and beverage business is concentrating more on adding more fiber to beverages in order to get advantages including calorie reduction, weight control, and enhancing digestive health as people's knowledge of obesity and diet-related disorders rises. Functional nutrition has come under the limelight as consumer interest in health and wellbeing has increased. For specific functional advantages including energy, relaxation, mental clarity, and health support, consumers are becoming more and more interested in fortified food and beverage items. For instance, PepsiCo Inc. is introducing Driftwell, a new beverage meant to aid consumers in unwinding before night. The enriched water beverage has 10% of the recommended daily intake of magnesium and 200mg of L-theanine. Beginning in December 2021, North America will have easy access to it.

Manufacturers' Innovative Product Development Efforts to Fuel Market Growth

The creation of novel products and the introduction of fresh tastes by manufacturers will fuel the expansion of the worldwide functional water market. New product creation, or portfolio expansion, continues to be one of the most popular tactics among major market participants globally. Customers are showing a steadily increasing preference for unique ingredients and strong flavors that not only please the palate but also contribute to the entire nutritional profile. For instance, in 2020 the American business Ocean Spray Cranberries, Inc. introduced B1U, a new line of functional drinks manufactured with basic ingredients and packaged in recyclable materials. A line of functional infused water from B1U has been introduced; it contains no sugar or artificial sweeteners.

RESTRICTIVE ELEMENTS

The availability of substitutes, such as energy and sports drinks, will restrain market expansion. The development of sports drinks, energy drinks, and health drinks opened the way for the whole movement toward beverages with specialized functions. They also provide extra health advantages, which might include boosted energy, hydration, and probiotic energy. This market's expansion is expected to be hindered by the accessibility of alternatives, such as plant-based fluids, which provide the same health advantages as functional ingredient-enriched water.