As consumers continue to take a hands-on approach to their health, they increasingly are turning to foods and beverages that act as a source of “daily medicine.” Healthy, functional ingredients like turmeric, ginger, carrot, elderberry and green tea are among those aiding consumers in their quest for immune-boosting properties.
According to a June infographic from Chicago-based SPINS LLC, shelf-stable functional beverages make up a $3.3 billion market for the 52 weeks ending April 21, an increase of 11.7 percent compared with the previous year.
The positive performance of the functional beverage category can be attributed to the health-and-wellness trend, says Holly McHugh, marketing associate at Niles, Ill.-based Imbibe. There is a high demand for beverages that improve immunity or help fight off illness and disease, she says.
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