Beverages are the new black, and lifestyle consumers are wearing the latest creations from the inside out. Dressed with ingredients that promote a sense of fullness, boost metabolism or inhibit digestion of fats, these sophisticated drinks are engineered to keep a person trim.
“Beverages like this are easily and readily absorbable,” said Dan Ratner, creator of Cell-nique, a new superfood-infused, organic libation making its way into the conventional supermarket channel. “It's not just what you eat, but what your body absorbs, that counts.”
Studies indicate the overall market for functional beverages will grow to $34 billion by 2010. Whether they're hot or cold, or water- or dairy-based, many of them are directed at weight control. Dieters or those looking to improve their diets are ideal consumers for these products, according to industry observers.
“It's definitely more of a convenience-type thing than a salad or a snack bar, because you're killing two birds with one stone,” said Tom Vierhile, who tracks new product development for Datamonitor subsidiary Productscan Online. “You have the refreshment benefit, while, at the same time, you're knocking out your hunger.”
Companies large and small are getting functional: PepsiCo's Aquafina Alive line of three enhanced waters includes Satisfy, with 10% of the recommended daily amount of fiber; antioxidant specialist Mix1 has rolled out a version containing 8 grams of soluble fiber and 9 grams of whey protein isolate; and LightFull Foods is offering a satiety smoothie featuring protein and 5 grams of fiber.
“Feeling full is not a challenge,” said Lynn Graham, co-founder of LightFull Foods. “The challenge is to feel full within a healthy level of calories.”
The current economy isn't expected to make a dent in the functional drink category. Industry statistics show that Americans already get about a quarter of their daily calories from beverages, and marketers have been diligent in promoting the multiple benefits of their brands. Category veterans believe growth will continue as consumers become choosier, putting down the simple soft drinks and looking for something more fulfilling — and filling.
“There's the equivalent of about 17 grams of chopped-up vegetables in every one of our bottles,” said Cell-nique's Ratner. ”When you rehydrate that in your body, it's equal to seven salads. That's pretty substantial.”
