Form and function: The rise of better-for-you beverages

Better-for-you beverages are evolving at a rapid rate. It’s not enough simply to be sugar-free anymore, consumers are looking for an array of physical health benefits and a mental boost. We asked three beverage companies to share the top trends they are tapping into in 2022. NexbaCo-founder & CEO, Drew BilbeTop trend: NootropicsWhat are nootropics? Roughly translated, the word comes from the Greek for “to bend or shape the mind”. In today’s world, nootropics are age-old, active, superfood ingredients that support cognitive function, to improve attention, memory, and alertness. Just as we have protein shakes to help sore and tired muscles, nootropics work in the same way to support your mind.Nexba has just launched a nootropics range? What is it about nootropics that intrigues you?It’s exciting to see consumers become more conscious about the functional benefits of natural ingredients and the realisation that these ingredients have a powerful impact on your overall health. Natural nootropics are an incredible example of ingredients that can be consumed in a convenient way to support cognitive function, and give you that little boost of energy or clarity that so many of us look for in our everyday lives. Is it challenging to integrate nootropics with beverages?The nootropics range has been one of our most challenging projects to date because we’re never willing to compromise on taste or any other aspect of the consumer experience. So we had to find creative ways to pack all the functional ingredients into the drink, whilst maintaining the Nexba trademark of being the great tasting, naturally sugar free experience. Every product in the Nexba nootropics range was carefully crafted to deliver a nootropic kick, combined with the added benefits of ingredients that support immunity, focus, gut and glow. The end result is a collection that you can mix and match depending on which part of your body or mind needs a boost on any given day.Have you noticed demand for nootropics in other markets?Functional drinks have seen a huge increase in demand globally over the past five years, and we’re now seeing nootropics become one of the most in-demand functional categories, both in Australia and overseas. Do you expect nootropics to be a major trend in Australia for 2022?We expect nootropics to really burst onto the scene in Australia come 2022 and continue that growth trend well into the future.Any other big beverage trends you see emerging in 2022?Sugar avoidance has become mainstream, and we’re now seeing consumers walking away from anything that contains artificial ingredients, artificial sweeteners, or preservatives. Demand for beverages that are naturally sugar free continues to grow at a rapid pace.Higher Living TeaFounder & CEO, Keith GardenTop trend: OrganicWhat are the top trends in tea for 2022?We predict organic will continue to rise, as consumers are interested in provenance and clean food. There has been an increase in teas with benefits – especially teas that can promote good sleep and help with stress, as well as being caffeine free. We also predict a continued rise in popularity of organic rooibos, a naturally caffeine-free alternative to tea and coffee.Are infusion teas becoming more popular in Australia? Any particular reason why?Yes, we are seeing infusion becoming more popular in Australia, more so than in many other countries we stock. The local market has responded extremely well to our launch of new flavours, and values Higher Living’s benefits of being caffeine free and organic. We have seen the Australian market’s tastes change and younger consumers are looking for variety and quality.How important is traceability and sustainability now, when it comes to tea, and how is Higher Living Tea managing this? We have full traceability through all of our blends and it’s something we take very seriously – our teas are produced in the world’s first carbon-neutral factory and we are embarking on further sustainability projects, all the way down to estate level, to further improve the impact we have on the planet and local growers, and the workers and families involved. From January 2022, we have agreed to a 1 per cent initiative for the planet on all products and brands we own. [Along with other companies], we commit to donate 1 per cent of all our worldwide sales to a variety of charitable causes.Motive MatchaCo-founder, Sally BallantineTop trend: SuperfoodsHow did Motive Matcha come about?Co-founder Jo and I were really attracted to matcha and its amazing benefits but always thought it could be awkward to consume. Between powders and other supplement forms, it was difficult to make a part of your routine. So one day we started playing with the ingredient to make it an accessible, easy to drink, tasty everyday treat.Over the next four years, we engaged food technologists, sourced the very best ingredients, and organised for Australian-based manufacturing.Today, we are so proud of our Motive Matcha range: a refreshing, no sugar, low-calorie drink that brings the centuries-old wonder ingredient matcha into Australians’ every day.Why was matcha an ingredient you wanted to champion?Matcha has so many health benefits, it is an unrivalled superfood and it is the real deal. Once you start researching it you cannot ‘unknow’ its benefits. The high levels of antioxidants, the metabolism boost, and the amino acid L-theanine, supporting mental clarity, focus, and calm energy. If you are health aware, it is naturally something you want to include in your diet. We just wanted to make drinking matcha quick, easy, accessible, and tasty.The non-alcoholic beverage segment is booming right now. Why was this an important segment for you to be involved in?Consumers are moving towards drinking less and drinking better for you. Motive Matcha is both these elements. The power of matcha combined with all natural ingredients is huge, healthy and better for you. We are finding that consumers are choosing health drinks like Motive Matcha instead of alcoholic options.We can see that large multinational manufacturers have committed a proportion of their portfolios to non-alc, which shows the category is here to stay and will grow.What are the key emerging trends you’re seeing in beverages?Health and immunity are definitely trending right now in the beverage industry. Consumers are increasingly health and wellbeing focused and the pandemic is causing more people to be interested and seek out immunity propositions. Mental clarity is trending, which Motive Matcha delivers through the unique combination of natural caffeine and L-theanine.Gone are the days of the high-sugar fizzy drink.The craft industry in beverages is moving from alcoholic into non-alcoholic, where consumers are looking for unique, interesting, and quirky health beverages. The functional drink space is already proven and growing. This article was originally published in Inside FMCG magazine