Company insight Sip on health: I
n the dynamic world of beverages, soft drinks today need to offer more than affordability and good taste. Dubbed “functional drinks”, they should also score points with a plus in certain ingredients – for example, vitamins or minerals that support an active and conscious lifestyle as part of a balanced diet overall. These products increasingly cater to very specific consumer needs and preferences, focusing on areas like gut health, women’s health, immune support, energy boosts and hydration. Manufacturers like Austria Juice as well as beverage brands are responding by adapting the appearance, texture, and ingredients of their drinks to target various age groups and life stages. Particularly, beverages enriched with functional ingredients, like protein drinks sourced from plants, are gaining popularity among athletes, vegetarians, and vegans. The scope for purely plant-based proteins is expanding across numerous beverage categories, driving this segment forward.
For power, beauty and conscience At the forefront of consumer interest, functional beverages not only offer refreshment but also counteract nutrient depletion during intense physical activities. Often referred to as sports or isotonic drinks, these beverages blend
carbohydrates, electrolytes, and sometimes proteins to enhance hydration and performance. Carbohydrates act as the primary energy source, while electrolytes like sodium, potassium, and magnesium maintain the body’s fluid and electrolyte
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Explore the future of functional ingredients
Elevating the beverage experience beyond mere refreshment, today’s soft drinks are embracing functionality, targeting specific health needs and lifestyles. From isotonic blends aiding performance to collagen-infused beauty products, Austria Juice is at the forefront of this evolution. Explore their beverage innovation, where taste meets wellness.
contribute to the maintenance of normal skin, hair and nails.
Another rising trend is plant-based protein drinks, particularly those containing pea protein. These beverages are tailored for athletes, fitness enthusiasts, and those seeking alternative protein sources like vegetarians and vegans. Pea protein is not only a robust source of plant-based protein but also a source of iron, making it particularly attractive to those following a plant-based diet.
Customised solutions for individual lifestyles
Austria Juice develops holistic beverage solutions.
balance. Austria Juice, for example, developed isotonic and hydration drinks with magnesium that contributes to the reduction of tiredness and fatigue. Examples of these product developments are available for sampling at the Vitafoods trade show in Geneva.
Beyond traditional sports drinks, the market for beauty drinks containing collagen is expanding. According to the 2023 Innova Health Nutrition Survey, one in three consumers globally shows interest in collagen as a functional ingredient. Austria Juice will present a fruity berry drink at Vitafoods, which aligns with this trend and includes collagen, added vitamins, and zinc. This drink can be labelled with high protein content. Another concept is a beauty soda with collagen, which is designed to
The growing popularity of functional beverages reflects a rising demand for customised solutions addressing specific health needs and lifestyle preferences. Functional beverages are becoming a staple in an active, health-conscious lifestyle and are expected to continue their upward trend as consumers seek effective, convenient nutritional options. Austria Juice stands out as a significant player in the functional beverage market, offering holistic ingredient solutions not only for functional drinks but also for juice drinks and concentrates, flavours, fruit wines and tailor-made concepts for both non-alcoholic and alcoholic drinks. Experience the innovation firsthand and visit Austria Juice at Vitafoods in hall 6, booth K271, to taste an innovative selection of functional drinks and discover the holistic flavour and beverage solutions.
www.austriajuice.com Ingredients Insight /
www.ingredients-insight.com
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