Functional Beverages: Immune Health Drives Innovation

In recent years, the focus on immune health in beverages has expanded from a seasonal interest to a year-round priority. James Roza, vice president of technical service at BioVivo Science, notes that the pandemic has led many consumers to incorporate immune health into their daily regimens. Steve Fink, vice president of marketing at PLT Health Solutions, echoes this sentiment, stating that immune health is now part of a broader 'daily wellness' routine.

Data from Innova indicates that immune health represented 30% of functional beverage launches in North America, with immunity claims growing at a CAGR of 5% from 2018 to 2022. Max Hintz from Cargill highlights a 12-point increase since 2020 in consumers choosing foods and drinks for preventive health benefits, particularly among those in their 30s and 40s.

This mainstream interest has driven the development of new functional beverages, including immune-enhanced juices, wellness shots, and powders. Ingredient suppliers are actively working to enhance the immune support offered by these beverages. Traditional ingredients such as vitamin C and D remain popular, while new ingredients like postbiotics are being explored. For instance, EpiCor postbiotic, derived from baker’s yeast, is being used for its beneficial metabolites.

PLT Health Solutions has developed Earthlight Whole Food Vitamin D, which is sustainable and fits clean-label product criteria. Furthermore, BioVivo Science has improved the solubility of American ginseng powder to facilitate its use in beverages.

Experts urge beverage manufacturers to focus on meaningful formulations rather than a 'kitchen sink' approach. Brands are advised to understand which health-supportive benefits naturally align to simplify consumer wellness routines. The industry is also moving towards a system akin to Japan's Foods for Specific Health Uses, aiming to bolster consumer trust through product validation.