Today’s consumers are more educated than ever before. They want to know what ingredients are used in their products and where those ingredients are coming from. They want products that not only taste good but make them feel good while delivering potential health benefits. Functional ready-to-drink (RTD) beverages are rising in popularity as consumers crave products that can keep up with their on-the-go lifestyle and provide desired health benefits. Below are some trends shining brightly in the functional RTD beverage space.

Immunity

The year 2020 brought with it the unforeseen COVID-19 pandemic. As a result, there has been increased demand for beverages supporting improved immunity. A solid seasonal market for immune-focused functional beverages existed pre-pandemic, but consumers now have an ongoing heightened focus on staying healthy. Worldwide, they are more attuned than ever to their immune health.

In this era of wellness and self-care, ingredients to help promote immune health abound. “Antioxidant-rich superfoods, probiotics, elderberry, echinacea, turmeric and ginger are some of the ingredients commonly used in immune-boosting beverages,” Holly McHugh of Imbibe shared.

Antioxidants and vitamins have commonly been incorporated into beverages to offer immune system support. Some less familiar ingredients also making their way into specialty products include adaptogens, which offer potential immunity benefits. Brands like JOYÀ offer a line of superfood and functional snacks and drinks that utilize adaptogens to form the basis of elixir blends and herbal teas to support the body’s immune system.

Read the full article in Natural Products Insider.