Zenith: The road ahead for US functional drinks
By Jenny Foulds, Zenith International, 16-Sep-2009
As the US market for functional beverages continues along a path of strong growth, Zenith International suggests there may be some unexpected areas to look out for – such as ‘anti-energy’. The market researcher shares its thoughts as part of a NutraIngredients series on analyst insights.
Whereas Asia was once considered at the vanguard of functional beverage development, the US is slowly but surely taking its share of the limelight and becoming an increasingly preferred source of inspiration for other markets.
With ‘globesity’ an ever pressing concern, and with raised awareness of the implications posed by the world’s baby boomer population, functional beverage developments are delivering more and more specific health benefits.
Whilst heart health, cholesterol and weight management, as well as boosting general immunity and digestive health are hardly novel concepts in the functional beverage market, product launches to date have generally centred on these key areas, with innovation focussed on unique ways of achieving these end goals.
In consumers’ ever-changing agenda, provenance, naturalness, convenience and indulgence feature highly. Manufacturers have responded accordingly, particularly on the convenience level.
Energy shots
Within the booming energy drinks category, where growth continues unabated, the emergence of the so-called energy shots segment is big news. The market for these has reached the point where it is arguably safe to say that there is now an energy shot sibling – usually non-carbonated – for almost every US energy drink brand, including the leading brands Monster, Rockstar and Red Bull.
As Zenith International’s 2009 Energy Shot Drinks report revealed earlier this year, the US market is expected to be worth almost $750m by the end of 2009. This is a 75 percent increase on the previous year’s valuation but already a slowdown in growth from the 135 percent mark in 2008, as one would expect from such a rapidly emerging segment.
Approximately 70 percent of market value within shot drinks is generated by Living Essentials, which has dominated the market since the early inception of its 5-Hour offering in 2005.
Having commanded all the top advertising spots and distribution channels since its outset, critics argue that this category-creating brand has left no space for competitors. However, new shot drinks are continuing to appear on an almost weekly basis, as has arguably been the case for well over a year.
And developments that cater for the on-the-go and ever-discerning consumer do not stop there, with energy chews, sprays and gums also securing their hold through notable brands such as Hydrive Energy distributed by Dr Pepper Snapple Group.
In addition, there is an ever-widening choice of base applications for the delivery of active ingredients, be it a juice, dairy, water, still or carbonated drink, with a sports, energy, enhanced, wellness, nutraceutical or even cosmeceutical positioning.
Anti-energy drinks
In its revved up state, the US functional drinks category has also turned its attention to its ‘yin’ side, with a realisation that consumers need time to relax and cannot sustain such hectic lifestyles.
With this in mind, the US market has witnessed a wave of relaxation or ‘anti-energy’ drinks, triggered by brands such as Jones GABA and Drank, and continued as far north as Canada with the most recent unveiling of Slow Cow.
This trend is expected to proliferate in the near future through growing use of botanical ingredients such as melissa balm, chamomile and lavender.
Top predictions
In the same way that heart health, cholesterol and weight management, and immunity are hardly novel target functions for beverage manufacturers, superfruits are hardly novel ingredients. However their usage is also expected to continue its ascension.
Fruits such as goji berries, açaí, pomegranate and mangosteen have commonly featured in enhanced juices, however antioxidant-rich alternatives such as camu camu, yumberry, capuaçu and even cactus-derived ingredients are predicted to command further ground.
Zenith’s predictions for the US functional drinks market’s top five include:
More attention on meeting consumers’ energy requirements through a variety of different mediums, consumption occasions and need states;
An increasing use of novel superfruits to boost general immunity;
A swelling wave in relaxation drinks;
Additional focus on stevia and other natural sweeteners;
Even more specific target functions
Joint, bone, cognitive and overall health are expected to feature amongst the key concerns addressed by functional beverage manufacturers.
Examples in the first three of these categories include: Joint Juice Fitness (Joint Juice Inc); Böde Joint offering (HydroOne LLC); BeneVia Memory & Focus (Healthspan Solutions); ZUN Brain Boosting Energy (Fuzzee Bee Beverage Company); and OmegaChill (Zymes Omega Solutions).
The category will also be aided by the mainstream appeal of omega-3-enriched juice, juice drinks and milks through brands such as Tropical Essentials. Indeed, North Americans are the world's leading consumers of omega-3 beverages, accounting for over 30 percent of global volume in 2006, according to Zenith’s 2008 Omega-3 Drinks report.
Showing posts with label antioxidants. Show all posts
Showing posts with label antioxidants. Show all posts
Saturday, January 2, 2010
Monday, December 7, 2009
The Results Are In: SoZo’s ORAC Value Is through the Roof
Nutrition That Knocks It out of the Park
You already know that whole coffee fruit has an astounding amount of antioxidants. You were amazed the first time you heard that ounce for ounce, SoZo CoffeeBerry® has 625 times the antioxidant activity of fresh blueberries.
Well, we’re not done throwing mind-numbing numbers at you yet. We just got the results of SoZo’s ORAC testing, and the score will blow you away.
But before we tell you what it is, let’s get the right perspective. ORAC stands for Oxygen Radical Absorbance Capacity, and it’s the way to measure the level of antioxidant protection you get from a product or a food. It’s the degree to which that product inhibits oxidative agents.
Some foods score in the hundreds, others in the thousands. SoZo outscores just about everything.
SoZo’s got an ORAC value of 114,351 units per liter. One three-ounce serving has the equivalent antioxidant activity of 20 servings of fruits and vegetables!
See what we mean? Out of the park. Especially when you consider that that’s about four times what the average leading functional beverage scores. Now, what are you going to choose?
Sure, there are a lot of companies playing the functional beverage game. But if they think they can compete with SoZo’s Coffeeberry functional beverage ORAC score, they just don’t get the concept of leagues.
You already know that whole coffee fruit has an astounding amount of antioxidants. You were amazed the first time you heard that ounce for ounce, SoZo CoffeeBerry® has 625 times the antioxidant activity of fresh blueberries.
Well, we’re not done throwing mind-numbing numbers at you yet. We just got the results of SoZo’s ORAC testing, and the score will blow you away.
But before we tell you what it is, let’s get the right perspective. ORAC stands for Oxygen Radical Absorbance Capacity, and it’s the way to measure the level of antioxidant protection you get from a product or a food. It’s the degree to which that product inhibits oxidative agents.
Some foods score in the hundreds, others in the thousands. SoZo outscores just about everything.
SoZo’s got an ORAC value of 114,351 units per liter. One three-ounce serving has the equivalent antioxidant activity of 20 servings of fruits and vegetables!
See what we mean? Out of the park. Especially when you consider that that’s about four times what the average leading functional beverage scores. Now, what are you going to choose?
Sure, there are a lot of companies playing the functional beverage game. But if they think they can compete with SoZo’s Coffeeberry functional beverage ORAC score, they just don’t get the concept of leagues.
Work-at-Home Business Opportunity - What is SoZo Coffeeberry?
SoZo Coffeeberry is an exotic functional beverage with a blend of super nutritious fruits from various parts of the world.
The formulation features the coffeeberry berry with the addition of pomegranate, blueberry and other dark fruit juices as supporting ingredients. SoZo Coffeeberry is the perfect drink to provide you and your family with health benefits other juice products can only dream of offering. This remarkable super juice features the amazing coffeeberry. Coffeeberry has been astonishing health givers for generations.
Grown in the Brazilian Rainforest, this magical berry is a rich source of phytonutrients, essential amino acids and essential fatty acids capable of providing a sense of strength and energy. In fact, the naturally-occurring essential fatty acids add a glistening quality to SoZo Coffeeberry, which is a sure sign of its purity and potency.
The other antioxidants in this deliciously powerful blend serve to enhance SoZo Coffeeberry's benefits. Luo han guo, indigenously found in China, is known as "the long life fruit" and has been used for centuries for its therapeutic properties. This ancient fruit has an ORAC value higher than blackberries, raspberries and cranberries, but the coffeeberry has an even higher ORAC. Pomegranate and blueberry juices add not only a delicious taste, but enhance the blend's antioxidant potential and heart health protection exponentially.
The combination of these four legendary fruits makes SoZo Coffeeberry functional beverage the perfect drink to provide you and your family with health benefits other juice products can only dream of! Finally, the quality and power you've come to recognize as a standard for SoZo Coffeeberry functional beverage is found in a functional beverage that's as satisfying as it is good for you! What is the coffeeberry berry? You may not have heard about this astonishingly effective super fruit that is grown high in the Sierra Madres.
SoZo Coffeeberry functional beverage has been prized for hundreds of years by coffee harvestors for its ability to provide a sense of strength, energy and high nutritional content. We are just now beginning to scientifically understand all the great health benefits of the SoZo Coffeeberry functional beverage that ancient traditions and cultures have long known. The deep colored fruit is also a powerful antioxidant. Like many other berries, what gives SoZo Coffeeberry functional beverage its purple color is an active phytonutrient called anthocyanin. Anthocyanins are a very potent source of antioxidants. The SoZo Coffeeberry functional beverage contains extremely high antioxidant power with many more times anthocyanins than grapes, making it a great way to help combat premature aging. A powerful antioxidant and a rich source of essential amino acids, essential fatty acids, plant sterols, valuable trace minerals, iron and fiber, the magical coffeeberry provides many remarkable nutritional benefits including: Increased energy and stamina* Immune system defense* Support for a healthy heart* Support for healthy digestion* Is it true that coffeeberry contains beneficial fatty acids? Yes. In fact, you can see these essential fatty acids floating in this delicious drink. The presence of these beneficial oils proves that SoZo Coffeeberry contains real coffeeberry fruit.What is luo han guo? Meaning long life fruit, luo han guo has been traditionally used for centuries in China for its healing properties as well as its sweet flavor. This ancient fruit has an ORAC value higher than blackberries, raspberries and cranberries. Who is SoZo Coffeeberry designed for? It is perfect for the whole family; a functional beverage that everyone can enjoy. Suggested Use: Shake well. Serve cold. Take three fluid ounces daily.
If you are interested in learning more about becoming a distributor for the SoZo Cofeeberry Functional Beverage, CLICK HERE!
The formulation features the coffeeberry berry with the addition of pomegranate, blueberry and other dark fruit juices as supporting ingredients. SoZo Coffeeberry is the perfect drink to provide you and your family with health benefits other juice products can only dream of offering. This remarkable super juice features the amazing coffeeberry. Coffeeberry has been astonishing health givers for generations.
Grown in the Brazilian Rainforest, this magical berry is a rich source of phytonutrients, essential amino acids and essential fatty acids capable of providing a sense of strength and energy. In fact, the naturally-occurring essential fatty acids add a glistening quality to SoZo Coffeeberry, which is a sure sign of its purity and potency.
The other antioxidants in this deliciously powerful blend serve to enhance SoZo Coffeeberry's benefits. Luo han guo, indigenously found in China, is known as "the long life fruit" and has been used for centuries for its therapeutic properties. This ancient fruit has an ORAC value higher than blackberries, raspberries and cranberries, but the coffeeberry has an even higher ORAC. Pomegranate and blueberry juices add not only a delicious taste, but enhance the blend's antioxidant potential and heart health protection exponentially.
The combination of these four legendary fruits makes SoZo Coffeeberry functional beverage the perfect drink to provide you and your family with health benefits other juice products can only dream of! Finally, the quality and power you've come to recognize as a standard for SoZo Coffeeberry functional beverage is found in a functional beverage that's as satisfying as it is good for you! What is the coffeeberry berry? You may not have heard about this astonishingly effective super fruit that is grown high in the Sierra Madres.
SoZo Coffeeberry functional beverage has been prized for hundreds of years by coffee harvestors for its ability to provide a sense of strength, energy and high nutritional content. We are just now beginning to scientifically understand all the great health benefits of the SoZo Coffeeberry functional beverage that ancient traditions and cultures have long known. The deep colored fruit is also a powerful antioxidant. Like many other berries, what gives SoZo Coffeeberry functional beverage its purple color is an active phytonutrient called anthocyanin. Anthocyanins are a very potent source of antioxidants. The SoZo Coffeeberry functional beverage contains extremely high antioxidant power with many more times anthocyanins than grapes, making it a great way to help combat premature aging. A powerful antioxidant and a rich source of essential amino acids, essential fatty acids, plant sterols, valuable trace minerals, iron and fiber, the magical coffeeberry provides many remarkable nutritional benefits including: Increased energy and stamina* Immune system defense* Support for a healthy heart* Support for healthy digestion* Is it true that coffeeberry contains beneficial fatty acids? Yes. In fact, you can see these essential fatty acids floating in this delicious drink. The presence of these beneficial oils proves that SoZo Coffeeberry contains real coffeeberry fruit.What is luo han guo? Meaning long life fruit, luo han guo has been traditionally used for centuries in China for its healing properties as well as its sweet flavor. This ancient fruit has an ORAC value higher than blackberries, raspberries and cranberries. Who is SoZo Coffeeberry designed for? It is perfect for the whole family; a functional beverage that everyone can enjoy. Suggested Use: Shake well. Serve cold. Take three fluid ounces daily.
If you are interested in learning more about becoming a distributor for the SoZo Cofeeberry Functional Beverage, CLICK HERE!
Tuesday, December 1, 2009
SoZo Coffeeberry - What is it?
To quote from the Sozo website, "Coffeeberry is a stabilized concentrate extract of fresh-picked, 100% Arabica whole coffee fruit." The main ingredient coffee fruit is a by-product of the coffee bean industry and is quickly becoming one of the newly advertised products that can help support human health.
Some of health benefits that are reported for this product are:
Neutralizing free radicals
Supports cardiovascular system
Supports glucose metabolism
Helps promote an overall healthy energy
Sozo has created its world class Coffeeberry beverage that starts with the coffee fruit then they have added their proprietary blend of vegetables, fruit and other botanical extracts. This combination they believe to be a perfect synergy and combination of the coffee fruit with other all the other anti-oxidants.
Following are the combination of items that have added to the beverage:
FruiteX-B - study's have show to be a benefit to joint comfort and flexibility when taken with vitamin C and Vitamin D3
VitaVeggie - which is basically a combination of veggies
VitaGranate - a pomegranate powder
Sensoril - a botanical adaptogen
VitaBerry - which is a proprietary blend of fruit powders and extracts.
It also includes: cupcuacu, camu camu and acai
There are a lot of new products hitting the market with the coffee fruit. Sozo's specialty is the that when you put the coffee fruit together with their blend of other special ingredients you have an unbeatable product full of healthy nutrients and anti-oxidants that greatly benefit many different system of the body.
If you are also looking to start an MLM business and don't mind talking with your friends, family and attending hotel meetings take a look into Sozo's coffeeberry opportunity.
Kendell Lang is a top internet marketer who has a passion for helping others achieve their goals, dreams and aspirations. To learn more about Kendell Lang's SoZo Distributor opportunity, please visit his SoZo Distributor website.
Some of health benefits that are reported for this product are:
Neutralizing free radicals
Supports cardiovascular system
Supports glucose metabolism
Helps promote an overall healthy energy
Sozo has created its world class Coffeeberry beverage that starts with the coffee fruit then they have added their proprietary blend of vegetables, fruit and other botanical extracts. This combination they believe to be a perfect synergy and combination of the coffee fruit with other all the other anti-oxidants.
Following are the combination of items that have added to the beverage:
FruiteX-B - study's have show to be a benefit to joint comfort and flexibility when taken with vitamin C and Vitamin D3
VitaVeggie - which is basically a combination of veggies
VitaGranate - a pomegranate powder
Sensoril - a botanical adaptogen
VitaBerry - which is a proprietary blend of fruit powders and extracts.
It also includes: cupcuacu, camu camu and acai
There are a lot of new products hitting the market with the coffee fruit. Sozo's specialty is the that when you put the coffee fruit together with their blend of other special ingredients you have an unbeatable product full of healthy nutrients and anti-oxidants that greatly benefit many different system of the body.
If you are also looking to start an MLM business and don't mind talking with your friends, family and attending hotel meetings take a look into Sozo's coffeeberry opportunity.
Kendell Lang is a top internet marketer who has a passion for helping others achieve their goals, dreams and aspirations. To learn more about Kendell Lang's SoZo Distributor opportunity, please visit his SoZo Distributor website.
Monday, November 30, 2009
Healthy Lifestyle is Driving the Coffeeberry Functional Beverage Market
As consumers get more conscious about the significant role that SoZo's Coffeeberry Dietary Supplement and Functional Beverage plays in keeping them healthy, they realize this is a product that promote wellness and provides potential prevention against a variety of diseases. Functional food products like SoZo's Coffeebery are going to become increasingly popular due to this new and strong perception of consumers about the health and wellness potential for this delicious and nutritious functional beverage. The beverage industry has not wasted much time in capitalising upon this consumer trend and has responded to this demand by creating health-promoting "functional beverages".
Go to Kendell Lang's SoZo Distributor Website to learn more about the SoZo Coffeeberry supplement. A functional beverage can be defined as a drink product that satisfies thirst, is non-alcoholic, is ready to drink and includes in its formulation non-traditional ingredients, such as herbs, vitamins, minerals, amino acids or additional fruit/vegetable raw ingredients, depending on the purpose it is designed for. Sports and performance drinks, energy drinks, ready to drink (RTD) teas, enhanced fruit drinks, soy beverages and enhanced water, among others, are some of the product segments rolled out as functional beverages in the market space.
One of the main market drivers is the growing consumers' tendency to live a worldclass and healthy lifestyle as well as their growing knowledge about herbal and natural ingredients. Encouraged by medical endorsement of exercise, nutrition and stress management, the health conscious consumer is willing to shell out money to get all kinds of wellness-favouring food products and beverages that ensure better nutrition and eventually provide longevity.
This consumer perception is commonly witnessed among the "baby boomers", the largest age demographic group in the United States today. This consumer group is formed of approximately 78.2 million people who were born between the 1940s and the mid 1960s. This is a very selective consumer group who is particularly quality conscious. Besides, these people have descent purchasing power to acquire premium products. As they approach the ages of fifties and sixties, their needs for health-supporting products like SoZo's Coffeeberry dietary supplement are likely to be higher, thereby creating a robust demand for this innovative and fitness-providing beverage such as the SoZo functional beverage.
Despite the availability of medicines for the management of these symptoms and diseases, majority of the consumers opt for food-based solutions. Adding a functional beverage to the diet is considered an easy option, aptly fitting into this consumer's preventive approach. Considering all these, the functional beverage market has a huge potential for increasing the number of its product lines to satisfy the needs of this consumer segment.
Antioxidants Garnering Popularity in Functional Beverages
Antioxidants seem to be the more appropriate ingredients for the successful development of functional beverages specially designed for this "baby boomer" consumer segment. It is well-known that they are capable in providing protection against the damaging effect of free radicals, which are the root cause for many diseases such as cardiovascular diseases, cancer, diabetes, neurodegenerative diseases, and have also been associated with acceleration of physiological process such as aging.
A Unique Wealth Building Opportunity
The functional beverages manufacturers face an important challenge in the form of competition from dietary supplements, vitamins and energy boosters, because there is scarce scientific evidence to support efficacy claims of their products. Many consumers may find safer to take their supplements regularly, which ensure that they are getting the proper amount of a healthy ingredient, than relying on an unproven new beverage. Functional beverage products must show that they are more beneficial, convenient, and pleasing to ingest than a dietary supplement.
Conclusion - Check out SoZo Coffeeberry
A functional beverage is an easy means to self maintain good health. With a small change in their drink choice, consumers can have some control over their nutrition needs, without the assistance of any health professional. In order to compete with the other proven health-favouring means, it is advisable for the food and beverage industry to support research in this sector and to work together with other related industries, such as pharmaceutical, nutrition, and additive manufacturing companies. Supporting research and consumer-targeted marketing should be the solution to develop successful product lines.
Go to Kendell Lang's SoZo Distributor Website to learn more about the SoZo Coffeeberry supplement. A functional beverage can be defined as a drink product that satisfies thirst, is non-alcoholic, is ready to drink and includes in its formulation non-traditional ingredients, such as herbs, vitamins, minerals, amino acids or additional fruit/vegetable raw ingredients, depending on the purpose it is designed for. Sports and performance drinks, energy drinks, ready to drink (RTD) teas, enhanced fruit drinks, soy beverages and enhanced water, among others, are some of the product segments rolled out as functional beverages in the market space.
One of the main market drivers is the growing consumers' tendency to live a worldclass and healthy lifestyle as well as their growing knowledge about herbal and natural ingredients. Encouraged by medical endorsement of exercise, nutrition and stress management, the health conscious consumer is willing to shell out money to get all kinds of wellness-favouring food products and beverages that ensure better nutrition and eventually provide longevity.
This consumer perception is commonly witnessed among the "baby boomers", the largest age demographic group in the United States today. This consumer group is formed of approximately 78.2 million people who were born between the 1940s and the mid 1960s. This is a very selective consumer group who is particularly quality conscious. Besides, these people have descent purchasing power to acquire premium products. As they approach the ages of fifties and sixties, their needs for health-supporting products like SoZo's Coffeeberry dietary supplement are likely to be higher, thereby creating a robust demand for this innovative and fitness-providing beverage such as the SoZo functional beverage.
Despite the availability of medicines for the management of these symptoms and diseases, majority of the consumers opt for food-based solutions. Adding a functional beverage to the diet is considered an easy option, aptly fitting into this consumer's preventive approach. Considering all these, the functional beverage market has a huge potential for increasing the number of its product lines to satisfy the needs of this consumer segment.
Antioxidants Garnering Popularity in Functional Beverages
Antioxidants seem to be the more appropriate ingredients for the successful development of functional beverages specially designed for this "baby boomer" consumer segment. It is well-known that they are capable in providing protection against the damaging effect of free radicals, which are the root cause for many diseases such as cardiovascular diseases, cancer, diabetes, neurodegenerative diseases, and have also been associated with acceleration of physiological process such as aging.
A Unique Wealth Building Opportunity
The functional beverages manufacturers face an important challenge in the form of competition from dietary supplements, vitamins and energy boosters, because there is scarce scientific evidence to support efficacy claims of their products. Many consumers may find safer to take their supplements regularly, which ensure that they are getting the proper amount of a healthy ingredient, than relying on an unproven new beverage. Functional beverage products must show that they are more beneficial, convenient, and pleasing to ingest than a dietary supplement.
Conclusion - Check out SoZo Coffeeberry
A functional beverage is an easy means to self maintain good health. With a small change in their drink choice, consumers can have some control over their nutrition needs, without the assistance of any health professional. In order to compete with the other proven health-favouring means, it is advisable for the food and beverage industry to support research in this sector and to work together with other related industries, such as pharmaceutical, nutrition, and additive manufacturing companies. Supporting research and consumer-targeted marketing should be the solution to develop successful product lines.
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