Views: 2 Author: Golden Horizon (Chengdu) Technology Co., Ltd. Publish Time: 2019-05-24 Origin: Golden Horizon (Chengdu) Technology Co., Ltd.
From large ceramic cups and glasses, to easy-to-carry cans and small-sized "shot" bottles, a cup of ready-to-drink coffee is the first choice for people looking for refreshing drinks. For example, Red Bull, "Little Body" claims to be able to Providing "5 hours of energy". There are also some energy drinks like Red Bull, which still occupy an important market position in the promotion and development of beverage business. Consumers' desire for "cleaner" energy continues to drive developers. When designing a new beverage, “returning to the original” is based on coffee or familiar tea as the base or main raw material.
Return to the source, choose to mix and match
According to the "2019 US Beverage Market Outlook" report released by Packaged Facts, it is a very popular refreshing drink, whether it is a traditional form or a mix of coffee, influenced by caffeine. Mixing is a cross-mix of two or more products and is one of the hottest beverage trends at the moment. Most new concepts can get an exciting natural energy from the caffeine inherent in coffee and tea.
In fact, for many beverage categories, the boundaries between sports drinks and energy drinks are becoming more and more blurred. A good example is mixed-drink (RTD) energy tea and coffee. Coffee and tea are considered natural refreshers. Most Americans see them as the most original energy drinks. After all, caffeine is the most common energy ingredient in today's most popular energy drinks. What's more, using daily cola and caffeine as energy drinks directly Many of the newly listed coffee and tea-based beverages have clearly utilized the energy function.
For example, many sparkling drinks, traditional energy drinks and even juices incorporate coffee elements. While consumers are looking for coffee indulgence and taste, they are eager to froth the carbonated beverages, with an additional increase in energy content or simple or more flavors. Choice, it is expected that this trend should become more and more obvious.
When it comes to carbonated beverages, this category is currently facing challenges. This is because many consumers no longer drink carbonated beverages, but still want to drink flavored beverages that bring bubbles. On the other hand, they also want to be healthier. More natural versions, such as less sugar or no sugar. One of the soda substitutes is RTD coffee, which has been seen on many shelves.
Functional ingredients drive RTD beverage innovation
Packaged Facts statistics show that US coffee and RTD coffee sales totaled US$14.5 billion in 2018, and are expected to approach US$18 billion by 2023, with a compound annual growth rate of 3.8%. The increase is mainly due to the inclusion of functional ingredients. RTD beverage drives, including protein, healthy fats (such as grass-fed butter and MCT oil), adapted to the original, and even cannabinol (CBD).
The sales of ready-to-drink teas are also rising strongly, mixing the soaked tea drinks with other beverage concepts, and it becomes a juice that can be foamed, latte and milkshake. The high concentration of antioxidants that tea has. Combined with beverages, it gives the drink a new vitality, and this concept is usually more attractive to young people than direct RTD drinks.
Teatulia has launched a series of organic tea sodas, including brewed tea, fruit tea and herbal tea. Each jar contains caffeine. There are green tea mixed with blackberry, medlar & lime, and pineapple, peach, lime and cucumber. Black tea.
According to Packaged Facts, RTD tea beverage sales reached US$8.3 billion in 2018, and it is expected to exceed US$9 billion by 2023, with a compound annual growth rate of 2.8%. In addition, sales of new products targeting energy drinks and sports drinks Explosive growth is occurring. Sales in 2018 will reach 21.6 billion US dollars, and will reach nearly 28 billion US dollars by 2023, with a compound annual growth rate of 5%. Among them, energy drinks account for two-thirds of the beverage category, which is better than Sports drinks. However, even in this category, there are many mashups, so it is difficult to label a product separately for energy or sports drinks.
In the above two product positioning, clean energy components and hydration are still the focus of attention, and the mix and blend of beverages will also attract consumers of other beverage categories into this category.
"Clean energy" for beverages
Consumers regard caffeine as energy, but from a biological point of view, caffeine is a stimulant. It is found in the leaves and fruits of a series of plants, and can be added to beverages in the form of botanical ingredients. As a separate white powder added to the beverage, either way, caffeine easily enters the brain through the blood. Its function is to connect the receptors on the brain cells, stimulate the brain, thereby improving the alertness of the brain, while consuming It is considered to be an increase in energy. In addition, caffeine cannot participate in metabolism and therefore does not produce heat.
In addition to brewing coffee and deepening is a source of caffeine, other botanical ingredients, such as certain adaptations, are also sources of caffeine and other irritating chemicals, and may also be used in energy-based beverages. Coffee cherries, also known as coffee berries It is the fruit that grows around coffee beans. Previously, coffee fruit was a by-product of coffee production, but it has now been recognized as an antioxidant by the word, with strong health attributes, including energy boost, immune support, weight management, Joint protection and cognitive function.
The Guarana extract is extracted from the fruit of the Guarana plant. Compared to coffee beans, Guarana seeds contain a higher concentration of caffeine, which makes Guarana extract a common ingredient in energy drinks.
The bitter tea extract is an effective ingredient extracted from bitter tea, also called tetramethyl uric acid, which has the effect of refreshing and refreshing, and is a new type of raw material.
Guava extract is an emerging source of caffeine extracted from guava leaves. The extract contains caffeine and theobromine, which is another natural stimulant. When two stimulants are used at the same time, people will experience a level of energy without tension, mental breakdown or a squeaky head.
The dried leaves of guava can be brewed and consumed like traditional tea. The main difference is that the guava extract contains twice as many antioxidants as green tea and does not contain any tannins, and it is the presence of tannic acid that makes the tea bitter.
Ginseng is a caffeine-free stimulant obtained from more than a dozen ginseng plant varieties. Korean ginseng is the most common source, often referred to as native ginseng, and its roots contain a range of nutrients, including antioxidants, vitamins, minerals, and compounds known as ginsenosides. Ginsenosides are thought to have a stimulating effect on the central nervous system and enhance energy and endurance.
Many B vitamins are also involved in this energy production process, although they are not themselves metabolized. Because B vitamins do not contain calories, they do not contain energy. Despite this, they are also part of the Krebs cycle and are therefore often added to energy drinks.
California's Uptime Energy has added L-theanine to its "better-for-you" energy drink to improve clarity and concentration while balancing energy. The company's energy elements also include natural caffeine, ginseng and coenzyme Q10. Similar to vitamins 1, Coenzyme Q10 has antioxidant effects, can be used by cells to produce body cells to grow and maintain the energy needed, and Penang helps maintain heart health and blood pressure. .
Ribose, a sugar naturally produced by glucose in the body, also emphasizes the natural process of energy synthesis in the body. Ribose helps reduce energy loss during stress and accelerates energy and tissue recovery. Through this mechanism, ribose helps muscles regenerate lost energy and potentially minimizes energy expenditure for any physiological consequences.
Rush Beverage is relaunching Liquid Lightning, which is reported to have been discontinued for many years. The comeback, including redesigning and adjusting on the packaging, replaced high fructose corn syrup with pure sucrose. In terms of energy, many materials have also been added, including ribose, caffeine, ginseng, vitamin B, etc. The company said that these unique blends help eliminate the energy breakdown that may occur frequently after energy increases.
As energy drinks enter a new competitive situation, energy drinks, sports drinks brands may be judged by time, in today's "functional" declared fierce market, seize the opportunity to win a place for themselves.