Nutritious beverages tout their ability to regulate blood pressure
Implications - It is known that certain foods are able to regulate blood pressure for those who experience hypertension, and beverages are now being curated with these ingredients as a way to sell their ability to resolve this health concern. These products go further than touting their "healthy" nature, instead offering tangible functions that health-conscious consumers can get on board with.
Workshop Question - How can your brand highlight specific functions in its products/services, and avoid marketing jargon in the process?
Trend Themes
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Functional Ingredients — The use of functional ingredients, such as matcha green tea, beetroot, turmeric, and Aronia berry is becoming more popular in the creation of nutritious beverages.
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Anti-inflammatory Properties — Anti-inflammatory properties are being sought after by consumers leading to the creation of vegan anti-inflammatory lattes that work as a natural remedy for those experiencing joint or muscle pain.
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Specific Health Benefits — Beverages are being designed to offer specific health benefits such as regulating blood pressure, promoting healthy glucose levels, stabilizing blood pressure and supporting healthy cholesterol levels.
Industry Implications
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Functional Food & Beverages — The functional food and beverage industry offers an opportunity to meet the increasing demand for beverages with specific health benefits.
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Animal-free Products — The vegan hot drink industry offers a growth opportunity for those creating animal-free products with anti-inflammatory properties.
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Natural Sweeteners — The natural sweetener industry presents an opportunity for development in the production of low-calorie beverages without added sugars.
