Nutritional Outlook

Nutritional Outlook, May 2018

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■ NUTRITIONAL OUTLOOK MAY 2018 MARKETING on nearly 25% of introductions. Organic claims tend to be used alongside a range of other health claims, as exemplif ed by Core Hy- dration's Core Organic Energy range, which also highlights other fea- tures such as low calorie, gluten free, and vegan. Unique Flavors: Coffee on the Rise Energy drink launches are also featuring more upmarket and on- trend f avors. T e aforementioned Core Hydration products are sold in a range of exotic superfruit f avors such as Lemon & Ginger, Pome- granate Blue Açai, Tropical Berry, and Tropical Coconut. Meanwhile, Zola Organic Hydrating Energy Drinks all feature coconut water and have fashionable f avors such as Açai Berry, Pineapple-Coconut, and Matcha Green Tea. Cof ee f avors are also very much in vogue. Natural caf eine ingre- dients from cof ee have been part of energy drinks for some time as the clean-label trend gains momentum, but many products are now highlighting cof ee as a signif cant ingredient or f avor. T e trend to- ward more upmarket cold-brewed cof ee has also reached the ener- gy drinks market, with launches including Wonder Fuel Coconut Oil MCT Super Drink with Cold-Brewed Cof ee, which bases its energy properties around medium-chain triglycerides from coconut, and caf eine from cof ee. Energy Claims Consumers' overall interest in beverages that provide energy ben- ef ts is not just conf ned to the energy drinks market. In fact, 7.6% of overall U.S. soft drink launches featured energy claims in 2017. And while energy drinks obviously make up the largest sector of drinks making energy claims (accounting for 35% of the total), it's notable that more iced cof ees are also making energy claims. Over 14% of U.S. iced cof ee launches used energy/alertness claims in 2017, com- pared with less than 6% of iced tea launches and just 2% of juices/ juice drink launches using energy claims. While caf eine is a naturally present energy source for iced cof ee products, beverages such as juice drinks have to look to other ingre- dients to supply energy, with increasing focus on ingredients such as yerba mate and green matcha. In juices and juice drinks, there is a focus on natural sources of energy, including so-called superfruit and vegetable blends and green formulations. T e demand for energy sources seems set to continue. Energy drinks have risen in popularity with demand for quick, easy, and widely available sources of physical and mental energy for increas- ingly busy lifestyles and continue to of er particular appeal to young- er people, too. Innova Market Insights is your source for new-product data. The In- nova Database (www.innovadatabase.com) is the product of choice for the whole product-development team, offering excellent product pictures, search possibilities, and analysis. See what food manufactur- ers are doing around the world: track trends, competitors, ingredients, and flavors. In today's fast-moving environment, this is a resource you cannot afford to be without.

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