Unguilty Pleasures

As sure as eggs are aquafaba, and Barry’s Bootcamp is a Lululemon-clad magnet for masochists (we’re just jealous), the health-conscious trend is going nowhere. And while it’s taken a little longer for that trend to truly permeate drinks, it’s now here to stay. 

According to tea and coffee supplier, Finlays, in 2020, 55% of soft beverage launches carried a natural/non synthetic claim, compared to just 24% in 2010. Consumers are more educated than ever on what they’re consuming. Clean and all-natural claims are becoming the norm as shoppers reject synthetic or overly-processed ingredients. However, they’re increasingly concerned with why they should consume it too. In soft drinks, functional benefits beyond hydration are becoming expected. 

But what makes something ‘good’? Is it a lack of additives? Is it the addition of functional ingredients? Is it being low calorie? What about being plant-based and all-natural? Brands across the world are taking notably different approaches to appeal to consumer demands.

Trending ingredients 

Tapping into culinary trends is also something we’re seeing across both full-strength and non-alc. 

For those seeking overtly healthy drinks, ingredients with a wellness halo are key; think superfoods, alongside entirely plant-based options. We’re seeing this combination most commonly applied to the drinks already in consumer’s everyday repertoires. 

First up, coffee. Germany’s Plant Magic Co offers functional oat-milk lattes. Ticking off a veritable feast of buzzword ingredients, the range uses matcha, maca, turmeric, moringa, and ginger. All of which promise adaptogens, essential nutrients and antioxidants for a drink that’s said to strengthen the immune system, boost energy and focus, and relieve stress. The classic iced coffee element has been swapped out with the superfood mushroom, reishi, which contains as much caffeine as an energy drink but with no added sugar. 

Healthy alternatives to everyday drinks are a major focus. UK-brand The Good Level again targets the beverages we consume most; tea and coffee. And though you’d think they had functional benefit enough, its addition of CBD claims to restore balance in the mind. Need calm? A CBD chamomile tea is there to unwind. Need a boost? Coffee infused with cold-pressed hemp gives a pick-me-up, again, without the caffeine crash.

Click here to continue reading...