Specific fortification for customer needs
Fortification with vitamins, minerals, amino acids and extracts, is profound across most EMEA beverage categories, including juices, energy drinks, flavored waters, and sports drinks.
“What we are seeing now is an evolution of the ongoing trend towards fortification,” says Markus Kammerer, Sales Manager Sweet & Beverage Solutions, Brenntag F&N EMEA. “While in the past, we may have talked a lot about vitamin waters, consumers are now becoming much more aware of which specific micronutrients and compounds to use for their specific lifestyle needs,” he adds.
This deeper consumer-level insight allows manufacturers to better combine the functionality of vitamins, minerals, amino acids and extracts in NPD, as the boundaries between vitamin-fortified, energy drinks, sports nutrition and weight-management products blur. “We are seeing the combining of nutritional benefits in a single product, where energy drink brands strive to offer the functionality of sports nutrition drinks, and vice versa."
“For example, more and more endurance products being offered on the marketplace are fortified with caffeine for energy. While in the past, energy drinks were being fortified by adding vitamins, it was always with the same standard. Now they are benefiting from additional health claims too,” Markus notes.