Antioxidants, prebiotics, probiotics, electrolytes, fiber — whichever attribute it is, consumers have come to expect their beverages to feature a functional aspect. As the macrotrend of better-for-you and functional beverages continues to thrive, more products are being launched that target consumers’ digestive health concerns. With a growing understanding of gut-health ingredients, experts say consumers also are gaining an interest and curiosity in the benefits of combining digestive-health ingredients.
“The megatrend of functional food and beverage has exploded,” says Ilana Orlofsky, marketing coordinator at Imbibe, Niles, Ill. “Therefore, products with fiber and probiotics are perfectly aligned with this megatrend. Currently, they’re most common in fermented beverages, like the tea-based kombucha and kefir, and enhanced waters.”
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