Wellness and Functionality of Softdrinks

Wellness and Functionality of Softdrinks
Health issues are already influencing the dynamics of the softdrinks industry, and this influence is likely to become pronounced as time progresses. Bottled water, fruit-based still drinks and fruit juice/nectars have gained volume on the back of an increased understanding of good health. As consumers, they wish to live healthy and die healthy. At the core of this is the concept of wellness – an increasing awareness of physical well-being and good health. Wellness drinks are those beverage that aid health and well being. Consequently, a broad range of products can be said to fit the wellness mould: from bottle water to juice and tea based drinks as well as those with added ingredients to provide an additional functional benefits.

To feel good and healthy has high importance for most consumers. Although broader in scope than functional beverages, wellness drinks span naturally functional and the scientifically enhanced. Functional softdrinks are defined as drinks providing a health benefit beyond their basic nutritional value, by virtue of their physiologically active added components. Drinks providing a health benefits based on their inherent ingredients, such as mineral water, cranberry juice and green tea, can be said to be naturally functional, unless they are fortified with vitamins or other functional ingredients. A distinction can therefore be made between products and functional; by nature (water and orange juice) and those made functional by producers. For functional softdrinks, the term ‘health benefits’ is used in its widest possible application and includes benefits such as improved sports performance, increased mental alertness and better skin. Functional softdrinks can be broken down into four main sectors: enriched beverage (such as juices and waters with added vitamins and minerals); sports drinks; energy drinks; and finally nutraceuticals. Nutraceuticals embrace a multitude of specific claims ranging form digestive benefits and detoxification through aphrodisiac, nicotine craving relief, cholesterol lowering and anti-ageing declarations.
Wellness and Functionality of Softdrinks