vol. 7, no. 7 march 2017 naturalproductsinsider.com us$20
TRANSCRIPT
Vol. 7, No. 7
March 2017
naturalproductsinsider.com
US$20.75
Innovation in FUNCTIONAL BEVERAGESCreating drinks that quench thrist, clean up labels, impart efficacious ingredients and boost sales
2 INSIDER Innovation in Functional Beverages Digital Magazine March 2017
CONTENTS naturalproductsinsider.com
p.3
Rising Obesity Rates in the Gulf States Create an Opportunity for Health-Positioned BeveragesMatthew Berry, Euromonitor International, examines obesity concerns in the Middle East and in the Gulf Coast, where opportunity for reduced sugar, alternative sweetened, tea and water-based beverages can help address the growing waistlines of the region.
p.5
Viewpoint: Putting The Functional In Beverages
Vol. 7, No. 7 March 2017
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Supplyside And Vitafoods Global Storefronts Directory
p.31
The 7 C’s Of Beverage SuccessAs consumers have more control and influence over their beverage choices, BrandHive’s Heidi Rosenberg highlights the seven C’s to provide ideas for brands to deliver unique and successful products in the highly complex beverage market.
p.15
The Enhanced Beverage MarketplaceBeverage consumers are increasingly sophisticated, demanding clean, healthy ingredients in efficacious dosages in drinks that taste good and quench thirst, says James S. Tonkin, HealthyBrandBuilders.
p.25
Takeaways for Your Business
p.30
Route To Market Alignment And Beverage R&DDebbie Wildrick, MetaBrand, explains route to market innovation in the beverage sector, and how that helps brands to be successful.
p.23
Causing A “RACC”ET: Changes To The Serving Sizes For BeveragesAttorney Justin Prochnow explains updates to the Reference Amounts Customarily Consumed (RACCs) and serving size determination may cause beverage brands to downsize to smaller containers to avoid declaring nutrition information in large amounts for nutrients like calories, total fat, sugars and the newly created “added sugars.”
p.27
3 INSIDER Innovation in Functional Beverages Digital Magazine March 2017
Putting the Functional in BeveragesShifting consumer demands have led to immense innovation in the functional beverage category, and manufacturers are addressing demand for better-for-you drinks with an increased emphasis on a short ingredient lists, with simple and recognizable names. As more consumers jump on the healthy bandwagon, this category is poised for continued growth; however, formulators face certain challenges when trying to develop functional beverages that deliver on taste, efficacy and science.
Key to market success is understanding ingredient selection and formulation considerations. During the Beverage Marketplace on April 20 at Ingredient Marketplace in Orlando, experts will discuss how to incorporate unique and functional ingredients into a beverage matrix, as well as go-to-market strategies including identifying the right target market and navigating macro trends. These experts will bring their thoughts to fruition and clarify myths, challenges and future thinking around the onslaught of new beverages to the marketplace.
This Beverages Digital Magazine focuses on key considerations for functional beverage formulation, and takes a look at some of the topics that will be discussed during Beverage Marketplace including formulation challenges and solutions; overcoming taste hurdles; trending functional ingredients; and tips on how brands should target consumers and build trust.
Beverage industry veteran Jim Tonkin, who will lead the Beverage Marketplace session, provides insights into how the functional beverage market in the United States has developed beyond being a niche category of better-for-you drinks, and examines newer functional beverages such as sports drinks, ready-to-drink (RTD) teas and enhanced waters that have added a new dimension to the category (see page 25).
Changing demographics and purchasing behaviors are important indicators for beverage industry leaders, and help identify growing trends. Debbie Wildrick, chief strategy officer at MetaBrand and longtime food, beverage and supplement industry expert, will be speaking about beverage go-to-market strategies during the Beverage Marketplace. Her article on page 23 discusses how understanding the route to market is critical in beverage development because, as R&D leads in today’s environment, brands must understand how products are going to be packaged, sold and merchandised within the store.
I hope you enjoy this Digital Magazine focused on functional beverage development and marketing. We look forward to seeing you at Ingredient Marketplace next month.
Judie BizzozeroManaging Editor(480) [email protected]
@judiebizz
Viewpoint
5 INSIDER Innovation in Functional Beverages Digital Magazine March 2017
IN THIS ISSUE Viewpoint p.3 Brand Marketing p.15 Table of Contents p.2
INSIDER's Take
Obesity concerns in the Middle East and in the Gulf Coast specifically lead experts to believe the popularity of sugary drinks will soon wane.
Reduced sugar, alternatively sweetened, tea, and water-based beverages are poised for growth to help address the growing waistlines of the region.
Governments of the Gulf region may soon impose sugar taxes to help drive revenue, creating an opportunity for sugar-free beverage options.
Market Data
Rising Obesity Rates in the Gulf States Create Opportunity for Health-Positioned Beverages by Matthew Barry
Obesity is a growing concern in many nations in the Middle East, especially in the area surrounding the Persian Gulf. In the countries of the Gulf Cooperation Council (GCC), nearly one-third of adults are now obese, and diabetes and other weight-related diseases are becoming serious public health issues. While there are several reasons for this, including sedentary lifestyles and heavy consumption of fried and fatty foods (fast food spending grew more in the United Arab Emirates from 2010 to 2015 than in any other country), beverages play a large role.
According to Euromonitor International nutrition data, in 2015, Saudi Arabians received 35 percent of their sugar from soft drinks—a remarkably high amount. That is nearly double the global average and even above the comparable figure for carbonates-loving countries like the United States (29 percent) and Mexico (32 percent).
Obesity rates are rising in all the GCC countries.
Source: Euromonitor International
% o
f pop
ulat
ion
aged
15+
cla
ssifi
ed a
s ob
ese
Kuwait United Arab Emirates
GCC Average
Baharain Saudi Arabia Qatar
2010
2015
45
40
35
30
25
20
15
10
5
7 INSIDER Innovation in Functional Beverages Digital Magazine March 2017
Consumption of sugary soft drinks is high in the region, and will likely continue to grow for the foreseeable future. However, obesity in the Gulf is a ticking time bomb, and governments are starting to move to avert the looming public health crisis. This could potentially make these countries some of the most promising markets for health-positioned drinks in the world, but it will also pose a threat to sugar-heavy categories that have found the Gulf states to be a rare bright spot at a time of widespread anti-sugar fixation. Saudi Arabia, the largest market in the GCC by far, recently announced plans to put in place a tax on sugary beverages in its wide-reaching Saudi Vision 2030. Faced with a similar combination of falling government revenues and rising obesity rates, other governments in the region will likely soon follow. Even in the absence of government action though, the Gulf is changing, and the beverage industry will need to be prepared.
Saudi Arabia DominanceThe GCC represents a US$8.4 billion soft drink market. Of that, 68 percent of
sales occur in Saudi Arabia, whose US$5.8 billion market is the largest in the Middle East and Africa as a whole, despite ranking only 14th in population. The United Arab Emirates (UAE) is second at US$2 billion, with the small but wealthy markets of Bahrain, Kuwait, Oman and Qatar combining for another US$840 million. Soft drink sales in the GCC are highly concentrated in a few categories. About 40 percent of total sales are from carbonates, thanks largely to Saudi Arabia’s high consumption rate of 88 liters per capita. Juice is the second largest component at US$2.3 billion, driven by the UAE (which ranks first globally in per capita consumption). Meanwhile, ready to drink (RTD) tea, RTD coffee and sports drinks have little penetration and combine for only US$64 million in sales across the whole GCC.
Obesity in the Gulf Goes Beyond BeveragesIn addition to high consumption of sugary beverages, several other factors have combined
to produce the region’s high obesity rates. The first is the harsh climate, which discourages outdoor sports and even walking around outside. Another is the economic structure of many of the countries. Oil wealth has enabled most of the native population to work at physically undemanding jobs, while foreigners dominate industries like construction. A final issue is diet, as the traditional cuisine of these countries tends to be high in calories and fat, even before elements of Western culture like fast food started making inroads.
Market Data
Obesity in the Gulf is a ticking time bomb, and governments are starting to move to avert the looming public health crisis.
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9 INSIDER Innovation in Functional Beverages Digital Magazine March 2017
Much of this is starting to change, with implications for the beverage industry. While the climate is certainly not going to cool down anytime soon, hikes in utility prices are being seen across the GCC, meaning that continuously running air conditioners, as is typically done now, is going to become more expensive. This may increase demand for refreshing beverages in warmer homes and offices. Feelings about exercise are also shifting in the face of some grim public health realities; the International Diabetes Federation warns that half of all Saudi adults could be diabetic by 2030. To combat this threat, governments are promoting active lifestyles by building sporting infrastructures across the region. Saudi Arabia is now the world’s fastest-growing market for outdoor and sports-oriented toys and games, with a 13 percent compound annual growth rate (CAGR) expected during the forecast period. Consumers will need beverages to accompany this increased level of physical activity, which may improve prospects for bottled water and the miniscule regional sports drinks category.
Also of significance is the large divergence in obesity rates between men and women. Cultural expectations that women will largely stay at home have made the problem of sedentary lifestyles even more acute. Labor force participation for women in the GCC was 38 percent in 2015, compared to 79 percent for men. Even in the home, hiring domestic help from the region’s large migrant populations is quite common, reducing the number of calories the region’s women burn from activities like housework. These trends have combined to create a considerably gendered difference in the obesity rate. In the GCC overall, there is a 16 percentage point gap in obesity rates between women and men (41 percent vs. 25 percent). In Kuwait, where the trend is most noticeable, more than half of all adult women are now considered obese. Beverages looking to position themselves as health drinks will need to keep this in mind, and create products that can appeal to women.
Obesity Rates by Gender in the Middle East and North Africa
Source: Euromonitor International
Market Data
% of population aged 15+ classified as obese
10 20 30 40 50 60
Women MenAlgeria
MoroccoIsrael
JordanTunisia
IranQatar
Saudi ArabiaEgypt
BaharainUnited Arab Emirates
Kuwait
0
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11 INSIDER Innovation in Functional Beverages Digital Magazine March 2017
Diet Sodas and Tea Can HelpOne category that could benefit from all of this is low-calorie carbonates. Consumers
in the Middle East do not share the skepticism of their counterparts elsewhere toward artificial sweeteners, and the region is one of the few places in the world in which the category is still growing. The forecast regional CAGR of 5 percent in reduced sugar carbonates is remarkably high at a time when the global market is expected to shrink. The GCC countries will by themselves account for $44 million in absolute growth during the forecast period, which is more than is expected from the entire Asia Pacific region.
Forecast Low-Calorie Carbonates Growth by Region 2016-2021
Source: Euromonitor International
Another increasingly popular low-sugar alternative is tea. The value of the Saudi tea market is growing at 5 percent annually. Women have been driving this growth, showing that marketing aimed at women can be a winning strategy for health-positioned beverages in the region.
Bottled water is also an area to keep an eye on. It is growing everywhere in the GCC, although the UAE’s 9 percent annual growth rate is particularly high. The category is well-positioned to take advantage of the growth of fitness trends in the area, as tap water is usually avoided and sports drinks have very little penetration. New, on-the-go pack types are already being rolled out to appeal to the nascent Gulf fitness market. Low-sodium products are also an area on which producers are focusing. The heavy reliance on desalinization in the area makes having low sodium content unusually important to Gulf consumers.
Market Data
Retail Value RSP (US$ mn)
-1500 -1000 -500 0 500 1000
Latin America
Middle East and Africa
Western Europe
Eastern Europe
Asia Pacific
Australasia
North America
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The value of the Saudi tea market
is growing at 5% annually.
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13 INSIDER Innovation in Functional Beverages Digital Magazine March 2017
Sugar Tax PotentialThe sugar tax debate was once rather muted in the Gulf
region. This reflects the governing style of the Gulf States, which have historically financed themselves primarily from oil revenues and collected little in the way of taxes from their populace. Saudi Arabia, for example, has a tax rate of 14.6 percent, and the UAE’s is only slightly higher at 14.8 percent, making them the second and third least taxed countries in the world. However, this is starting to change under the pressure of years of low oil prices. The Saudi government introduced once-unthinkable austerity measures in 2016, including wage freezes for public sector workers and reductions in fuel subsidies. The UAE has raised public utility rates and Kuwait cut government spending by 17 percent to fix its first deficit in decades.
This budgetary pressure may tempt more local governments into considering sugar taxes. Saudi Arabia has already announced it will add new taxes on sugared beverages, along with a host of other non-essential goods like tobacco, in its new Saudi Vision 2030 plan. The World Health Organization’s (WHO) recent endorsement of a 20 percent tax rate on sugar-added beverages provides more justification for the remaining governments to consider some of their own. It should not take much for these cash-strapped governments with serious obesity problems to hit upon sugar taxes as a solution.
Regardless of how widespread these taxes become though, growth in high-sugar products in the GCC is clearly not going to be as easy as it once was. Changing conditions in the Gulf, ranging from higher air conditioning costs to the increasing popularity of sports, means things are going to be different, which will require companies with interests in the region to adapt.
Matthew Barry is a beverages analyst with Euromonitor International specializing in global trends in non-alcoholic
beverages. He is particularly interested in how economic growth and changing demographics are affecting
the global beverage industry. His insights have appeared in such publications as The Wall Street Journal,
MarketWatch and Beverage Daily, and he is a regular contributor to trade and industry publications. Barry
holds a degree in international relations from Knox College, Galesburg, Illinois, and has been with Euromonitor
International since 2015.
Market Data
Budgetary pressure may tempt more local governments into considering sugar taxes.
In light of today’s health and nutrition trend, many consumers want to reduce sugar
and calories. At the same time, they want the delicious sweetness experiences
they’ve always enjoyed. What are consumers’ real concerns about sugar? How is
behavior changing? Find the answers, along with the insights you need to create
consumer-winning products, in our latest i2s brief.
Innovate with HEALTH & NUTRITION
The INGREDION and INGREDION IDEA LABS marks and logos are trademarks of the Ingredion group of companies. All rights reserved. All contents copyright © 2017.
WHAT DO CONSUMERS WANT IN SWEETNESS?
GET THE FACTS
15 INSIDER Innovation in Functional Beverages Digital Magazine March 2017
From Millennials to older adults, consumers are increasingly looking for beverages that provide more than hydration. In its 2015 beverage landscape study, Mintel found consumers are pushing away carbonated soda, sugary juices and dairy milk in favor of healthier-for-you options.
Today, trends reach far beyond general beverage categories as consumers drive more specific requirements for convenience, taste, functionality and customization in their beverage choices. Changing demographics and purchasing behaviors are important indicators for beverage industry leaders, and help identify growing trends.
Beverage manufacturers and marketers should consider these seven Cs to help ensure they are meeting consumer demands, and delivering products and packaging that stand out from the crowd, starting with:
1 Clearly TastyIn a 2016 Mintel survey, consumers were asked to reveal
the main reason they select and drink preferred beverages: Seventy-two percent of consumers across all age groups said taste was the main driver. While consumers are looking to new, innovative beverages that provide additional benefits beyond hydration, flavor is still king.
Herbs and spices are expected to be some of the most popular beverage flavors in 2017. Hot and spicy flavors continue to rise in popularity in beverages, even driving hot new trends in non-alcoholic “adult beverages.”
Trending flavors such as turmeric, matcha, cardamom, ginger, dragonfruit and coconut point to the ongoing interest in exotic and ethnic flavors, as well as the draw toward ingredients with natural health benefits.
Not only are consumers looking for beverages that taste great, they also crave wildly innovative flavors and taste combinations. Exotic blends mix all varieties of popular flavors including turmeric, blueberry, basil, cilantro, hot peppers, ginger, coffee and coconut. The combinations seem endless.
More consumers are looking for natural sweeteners that incorporate real fruit and vegetable ingredients.
Brand Marketing
The Seven Cs of Beverage Success by Heidi Rosenberg
INSIDER's Take
On-the-go consumers want quick, convenient and tasty beverages, but they also want them to be customized to their individual needs.
Handcrafted, small-batch, authentic beverages that contain only natural and easily recognizable ingredients are popular.
Mash ups of different trending ingredients fit the need of thrill-seeking foodies, and beverages that address health conditions appeal to the wellness consumers.
IN THIS ISSUE Market Data p.5 Brand Marketing p.23 Table of Contents p.2
Nexira is permanently working to provide natural solutions matching the increasing consumer demand for clean label. Two new functional ingredients, manufactured in France by Nexira, are now available for the flavor and beverage industries.
Damar-EZ™ is an all-natural purified damar gum. It is a unique flavor stabilizer: plant-based origin with outstanding functional properties, easy-to-use and highly resistant to oxidation.
Instantgum™ AA is an all-natural purified and instantized acacia gum specially selected for its emulsifying and stabilizing properties adapted for oil-in-water emulsions.
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17 INSIDER Innovation in Functional Beverages Digital Magazine March 2017
Brand Marketing
2 ConvenientOn-the-go consumers are driving consumption of
ready-to-drink (RTD) teas, coffees and smoothies. RTD beverages are also responding by offering more natural, healthy and innovative options. Brands are leveraging concepts such as “drinkable breakfast” and “liquid snack” to help address the needs of active consumers that want power nutrition on the go, and may not
always have time for standard meals.Packaging technologies and innovations also drive new portable beverages including
tea infusions that are released into liquid immediately before drinking with a clever twist-release cap. Pouches and glass containers are also being used in innovative new ways, such as for increasing the convenience and portability of beverages.
3 CustomizedConsumers want beverages that are fresh, creative and
made “just for them.” Millennials tend to shun mainstream brands, instead preferring options that allow for greater individualization, customization and choice.
Individuals feel more connected with a brand when its messages are personalized; brands are providing options to
customize flavor, delivery form and packaging of products, putting more power than ever before into the hands of the consumer, and enabling them to create individually crafted experiences. Some brands are exploring innovative ways that allow consumers to create their own signature drinks by combining flavors, bases, mixers and sweeteners of choice.
Offering samples of different flavors or blends encourages experimentation and customization and enables consumers to discover their own favorites. Messaging that encourages mixing and matching also drives new custom innovations. Technological advancements in packaging are opening more interactive personalization options, allowing consumers to put their own mark on a brand.
Taking it a step further, many brands are discovering ways to utilize big data for personalization within target markets, and personalized nutrition continues to gain momentum as supporting research and data grow.
4 CleanClean and clear are important to consumers relative to both
ingredients and labeling. Millennials are demanding more in terms of brand transparency. A report from Mintel found 43 percent of Millennials do not trust large food manufacturers, compared to only18 percent of other consumer categories. Similarly, 74 percent of Millennials want manufacturers to be more transparent about
their products. People delight in details and stories about where and how ingredients are sourced. They want more information about the specific regions, farmers, plants and processes utilized.
ACTIVIST MISINFORMATIONCONSUMER CONFUSIONGLOBAL REGULATIONS
SUBSTITUTION
TEST
CONSUMER DEMAND
ACTIVIST MISINFORMATIONCONSUMER CONFUSIONGLOBAL REGULATIONSDISCREPANCIESDISCREPANCIES
1:1 REPLACEMENTSUBSTITUTIONMAJOR INVESTMENTMAJOR INVESTMENTTEST TESTDEVELOPMENT & MARKETABILITY UNEXPECTED
SYNERGIES
RE-
NOT
The capabilities of your internal team and the limitations of your existing external resources may not be enough to face these challenges. Successfully reformulating to a clean label begins with a large portfolio of solutions, intimate knowledge of hydrocolloids, and a tool for texture breakdown and identifi cation. With over 100 years of experience, TIC Gums offers a vast array of solutions, expertise in hydrocolloid synergies, and the Food Texture Terminology Tool that breaks down desired outcomes into defi nable terms. Learn more by visiting TICGums.com.
In the Clean Label Era, Your Reputation and Trust are at Stake.
19 INSIDER Innovation in Functional Beverages Digital Magazine March 2017
Today, “recognizable” is a stronger driver than “revolutionary,” and consumers demand beverage packaging and labeling that is clear and concise. Natural is important, and less is more as consumers are seeking beverages with less high-fructose corn syrup (HFCS) and fewer artificial colors, preservatives and artificial sweeteners.
When selecting products, consumers seek simplicity and don’t want to be bombarded with messages. Consumers scrutinize labels and want the most important information, such as ingredients and nutritional values, to be communicated in ways that are visibly clear and easy to understand. Some brands are even able to incorporate all ingredients simply and visually on front packaging.
Many brands are now incorporating technology into transparency, allowing customers to use apps to get more information about not only ingredients, but sourcing details for specific ones used in a particular batch or package.
5 CraftIncreasingly, consumers are looking for handcrafted,
small-batch, authentic beverages, preferably using local ingredients. Successful brands are straightforward about the beverage making process, and use ingredients that consumers are familiar with and can relate to.
Fermentation has long been a home craft, and the accelerated demand for fermented beverages like kefir, kombucha, drinking vinegars and switchel (a spiced vinegar-based drink) is also driving the craft category, encouraging brands to create RTD options that provide the same probiotic and health benefits.
Natural brewing methods are being increasingly employed in tea and coffee. Natural brewing is a great option for products that want to avoid high-temperature or chemical extraction processes.
It is important that brands take the time to inform consumers about the benefits of careful processing and handcrafting techniques. For example, current interest in cold-pressed juice is fueled by information and research that demonstrate this form of juicing helps to preserve the integrity of vitamins, minerals and enzymes.
One of the biggest trends driving craft innovation is telling the story behind the brand. Consumers are drawn to brands with compelling tales about how the products are crafted with specifics about the ingredients and where they come from. Simple is better in crafting both beverages and messaging.
6 CreativeFusion is evolving, and the mash up trend continues to go
wild. Brands are mixing spicy flavors, functional ingredients and unique combinations in unprecedented ways to meet the demands of thrill-seeking foodies looking for adventure in their beverage selections.
Creative innovations in coffee are introducing nitro cold brews along with blends like coffee cocktails and coffee lemonade. Cold-brewed coffee and tea are paving the way for an entirely new segment within the RTD category.
Brand Marketing
21 INSIDER Innovation in Functional Beverages Digital Magazine March 2017
Creative ingredients such as plant-based proteins are helping to meet consumer demand for more protein and for plant-based ingredients. Other functional and nutritional ingredients continue to find their way into beverages, including omegas, beneficial oils, superfruits and amino acids. The “coconut water” category is seeing ingredients like prickly pear and birch sap making their way into the innovative plant waters segment.
Old is new again as a passion for shrubs and digestives has been rekindled, and there is continually growing interest in drinking vinegars, artisanal tonics and kombucha.
However, when it comes to creativity, brands must seek a balance between demands for naturally healthy and beverage innovation. While consumers are looking for creativity in brands, unfamiliar ingredients or unusual processes must come with the story behind them.
7 Condition-SpecificBeyond thirst-quenching and flavor, consumers are looking
for beverages that provide care and support for health and well-being. While the definition of what makes foods and beverages healthier is becoming increasingly complex, a major trend in the beverage space is toward better-for-you options.
Wellness beverages are in demand, and consumers are looking for functional beverages that can help support energy, weight managemen and brain, digestive and heart health. Mintel reports many consumers are also seeking support for beneficial sleep. Nighttime beverages targeted at supporting stress relief, restoration and restful sleep are working to meet these needs.
Either to be proactive, or to address and manage an existing condition, we are seeing a clear shift toward beverages that play a significant role in health support.
Consumers have more control and influence over beverage choices, and these seven Cs provide ideas for brands to deliver unique and successful products in the highly complex beverage market.
Heidi Rosenberg serves as senior PR counsel at BrandHive, a healthy-lifestyle
branding agency. She brings 30 years of public relations, business and
marketing expertise, having served organizations ranging from small businesses
to global enterprises within the natural products, wellness, technology,
healthcare and environmental markets.
Brand Marketing
$79 April 20 | 9-11am
Healthy and functional beverages are increasingly attracting a wider audience; however, understanding ingredient selection and formulation considerations is critical to market success. During this must-attend workshop you’ll gain insight from beverage market experts as they discuss issues around:
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23 INSIDER Innovation in Functional Beverages Digital Magazine March 2017
IN THIS ISSUE Brand Marketing p.15 Brand Marketing p.25 Table of Contents p.2
What does the route to market have to do with the initial stages of beverage innovation and research and development (R&D)? Everything! Brands must understand their channel opportunities. How will the products be packaged, are they shelf-stable, or are they refrigerated? These factors drive merchandising within the store or how a beverage is sold online. “A majority of grocery shoppers have identified a product’s fresh, clean and sustainable benefits among their top purchase priorities when it comes to healthier choices,” said Linda Gilbert, chief executive officer, EcoFocus Worldwide LLC. “The message is clear. If you are a brand aiming to attract consumers to your healthy beverages, be sure your packaging and processing line up with your ingredient list. And be sure to tell your fresh and clean story effectively on your packaging.”
Innovation is happening. Convenience has always been considered a driver for beverage purchases. Consumers often know they “want” a beverage before they walk in the front door of the retailer. Food service has some relativity in that consumers will most likely be purchasing a beverage with a meal. Meal-replacement beverages are also an important channel for nutrition on the go.
Beverages, once considered a “take home” habit unless at a restaurant, are now considered a meal, a snack, a meal replacement or a reason to stop at a convenience store. Consumers use beverages for refreshment or rehydration. They receive value from the experience of drinking as well as the functional benefits of the added ingredients.
Consumers shop differently compared to how they did before. Natural grocers like Whole Foods Market and select independent retailers have focused on prepared foods and offering an eat-in opportunity. They cater to the consumer who is either eating in-store or purchasing to take home for the evening. This adds to the opportunity to sell beverages for immediate consumption. Therefore, in these outlets, available “single-serve” cold beverages have become a greater sales opportunity. Even if consumers are not purchasing prepared foods, they have moved away from the traditional thought process of making and listing out a meal plan for the next two weeks. Consumers are now shopping for the evening meal or for the next couple of days, and are more focused on cooking and the foodie aspect of meal planning. This all lends itself to more immediate consumption beverages. Consumers like having a variety of grab-and-go options in their refrigerators at home.
Brand Marketing
Route to Market Alignment and Beverage R&D by Debbie Wildrick
INSIDER's Take
Beverage brands need to understand their route to market, including packaging, shelf-stability and distribution channel, before they begin the R&D process.
Consumers are interested in immediate consumption beverages that can quench their thirst while they are on the go or to drink along with their evening meal.
Marketing and R&D executives need to review the competition before launching a beverage to ensure they can offer product differentiation.
24 INSIDER Innovation in Functional Beverages Digital Magazine March 2017
The importance of understanding the route-to-market is critical in beverage development because, as R&D leads in today’s environment, brands must understand how products are going to be packaged, sold and merchandised within the store. A lot of products developed today meet the changing consumer needs, are plentiful with functional ingredients, are short in shelf life (fresher), and need to be merchandised with similar products. As we develop new beverages, brands must understand the available packaging options, co-packer strengths and availability, shelf life, and where the products will be merchandised. As brands consider products that are “fresher” and “functional” in nature, the supply chain becomes more critical. While a wide array of options is available for development in shelf-stable products, such as hot fill processing for example, brands need to be clear in their objectives. R&D specialists must put on “marketing hats” to evaluate the competition. Brands should review packaging, messaging, cost of goods including manufacturing, price points and most importantly, differentiation. Then they can move into channel strategy and merchandising opportunities.
Once brands have their concept and have gone through their research—understanding all aspects of their competition—they can then truly understand the route-to-market. They need to do store audits and understand the dynamics of the category, the elements of packaging and merchandising, and where they believe the next steps are.
As Stephen Covey, author of “7 Habits of Highly Effective People” said, “Begin with the end in mind.”
Debbie Wildrick is chief strategy officer at MetaBrand, a team of experts helping companies create, launch, or
grow food, beverage and supplement brands. MetaBrand does strategic planning, market analysis, branding
and design, product formulation and development, outsourced operations, and sales and marketing execution.
Wildrick is a sales, marketing, and operations executive and channel strategy specialist in the consumer
packaged goods industry with more than 30 years’ experience. She has had leadership roles at Fortune 500
companies including 7-Eleven Inc. and Tropicana North America (Pepsico) as well as executive positions with
several early stage brands. She is an active member and a board member of 10 years of the Network of Executive Women now
facilitating the Women Owned Emerging Business initiative.
Brand Marketing
Beverage MarketplaceLearn more about go-to-market strategies including identifying the right target market and navigating macro trends from Debbie Wildrick at Beverage Marketplace on April 20 as part of Ingredient Marketplace in Orlando, as well as how to incorporate unique, healthy ingredients into a beverage matrix. ADM is the premier underwriter of Beverages Marketplace.
TM
25 INSIDER Innovation in Functional Beverages Digital Magazine March 2017
IN THIS ISSUE Brand Marketing p.23 Regulations p.27 Table of Contents p.2
Brand Marketing
The Enhanced Beverage Marketplace by James S. Tonkin
INSIDER's Take
Beverage consumers are increasingly sophisticated, demanding clean, healthy ingredients in efficacious dosages in drinks that taste good and quench thirst.
Categories on the rise in beverages include performance beverages, energy drinks, ready-to-drink teas, enhanced fruit drinks, soy beverages and enhanced water.
Beverage Marketplace in Orlando will feature industry experts who will clarify myths, challenges and future thinking on drink formulation.
Healthy, functional beverages are attracting a wider audience with expectations of efficacious dosages of beneficial ingredients and great-tasting concoctions. As such, combining ingredients based (or not) in science, and making them bond together, taste great, be efficacious and meet the typical marketing hyperbole that is attached to them is the hurdle. If functional beverages are to continue growing in the marketplace, they must deliver on taste, on efficacy, and on science.
The functional beverage market in the United States has developed beyond being a niche category of drinks meant for better health and well-being. New functional beverages (such as sports drinks, ready-to-drink [RTD] tea and designer water) have added a new dimension to the earlier definition, with increased emphasis on convenience, novelty, fun and image while maintaining their status as a “healthy drink.” Of these new categories, some are already established functional varieties undergoing transformation, some are based on discoveries of new ingredients, and some blur the line between categories. This wide variety has grown to appeal to almost all types of consumers who are taste- and ingredient-conscious, as well as sophisticated about their overall food consumption. A few categories of popular beverages include:
Sports and performance beverages: Sports beverages have been the most visible of all functional beverages, and are well known in mainstream markets as thirst quenchers. These drinks provide water for hydration, as well as energy (carbohydrates in the form of glucose, soy, etc.) and nutrients (sodium, potassium, herbs, etc.) to replace those lost during physical activity.
Energy drinks: This category consists of non-alcoholic drinks having “energy-enhancing” ingredients. These ingredients typically contain caffeine (or a caffeine substitute) and sugar. They may also contain water-soluble B vitamins, herbs, amino acids and other flavorings.
RTD teas: New teas are commonly a water and herb mix brewed and packaged for quick use. The increasing variety includes new tea lines, decaffeinated brews and non-traditional blends with some medicinal value.
Enhanced fruit drinks: Besides the premium juice market, enhanced fruit juice beverages usually have a fruit base, water and other plant-derived additives to provide more nutrition. As the safety and benefits of juices with sugar are questioned, functional
26 INSIDER Innovation in Functional Beverages Digital Magazine March 2017
fruit juices may have other ingredient features including low-sugar options, slight carbonation and fruit concentrates.
Soy beverages: Beverages derived from soybean protein are used primarily as a dairy substitute or meal enhancement. Soymilk is the most commonly known variety, and is found in the refrigerated section and on the shelf as packaging becomes more advanced.
Enhanced water: A derivative of bottled water, these beverages have added a new flavor twist, process or ingredient to the benefits of hydration. While water is the main emphasis, oxygen water and new flavored waters are mainly in the market offering less sugar and more flavor incentive.
At Beverage Marketplace on April 20 as part of Ingredient Marketplace in Orlando, beverages experts will discuss how to incorporate unique, healthy ingredients into a beverage matrix, as well as go-to-market strategies, including identifying the right target market and navigating macro trends. Attendees will hear from:
An industry executive and creative marketer;
A winning brand that has lead the building of a new category; and
An international flavor house. These three experts will bring their thoughts to fruition and clarify myths, challenges
and future thinking around the onslaught of new beverages to the marketplace. The session will cover:
Formulations: what works and what doesn’t;
Taste and flavor: how can brands add ingredients that normally taste horrible to a finished beverage in an appealing and palatable way;
Ingredient inclusion: what ingredients can work in beverages and which ones are challenging;
Education: how and why brands fall short in support of their products; and
Targeting consumers: who are they, how to get them and win their “trust.”
ADM is the premier underwriter of Beverage Marketplace.
Jim Tonkin, president and founder, HealthyBrandBuilders, is celebrating his 44th year in the CPG (consumer
packaged goods) space, mainly as a beverage expert. Tonkin has served the private sector as a brand and
marketing development professional. He directs the building and design of national infrastructures for food
and beverage industry clients. Tonkin has successfully created and implemented business and financial
strategies for domestic and international players focusing from production to branding, marketing through
sales implementation and distribution, to include exit strategy. He has focused branding initiatives in soft drink,
bottled water, functional foods and beverages, and non-carbonated “new age” beverage verticals. His extensive hands-on expertise
has stretched across many sectors including domestic cheeses to natural potato chips; bottled waters for people and pets; and
nutraceutical-functional-cosmeceutical enhanced beverages.
Brand Marketing
27 INSIDER Innovation in Functional Beverages Digital Magazine March 2017
IN THIS ISSUE Brand Marketing p.25 Takeaways p.30 Table of Contents p.2
On July 26, 2016, significant revisions to the federal regulations pertaining to the labeling of food, beverages and supplements in the form of two Final Rules (“Revision of the Nutrition Facts and Supplement Facts Labels” and “Serving Sizes of Foods That Can Reasonably Be Consumed at One Eating Occasion”) became effective. While companies have two to three years to comply with the new revisions to the regulations depending on their total annual sales (companies with US$10 million or more in annual sales must comply by July 26, 2018 while companies with less than $10 million in annual sales have until July 26, 2019), many are making decisions now to comply with the new revisions. Whether they make those changes now or wait until compliance is mandatory will likely depend on how the new changes impact their respective labels.
Changes to the formatting of the nutrition information on labels have been the primary focus—“calories” will be displayed two- to three-times larger than before and “added sugars” will be a new piece of nutrition information to display; however, other changes may have greater impact on the future labeling and packaging of products. Perhaps no changes may pack a greater punch than changes to the Reference Amounts Customarily Consumed (RACCs) and the resulting determination of serving sizes for products, with beverages at the front of the line.
The serving size declared on the label of a food or beverage product must be based on the RACC set forth in 21 CFR 101.12, one of the federal labeling regulations issued by FDA
and set forth in the Code of Federal Regulations (CFR). When contemplating the revisions to the regulations, FDA looked carefully at the dietary practices of people in the United States and determined many of the established RACCs were outdated, due to people consuming more during each eating
Regulations
Causing a “RACC”et: Changes to the Serving Sizes for Beverages by Justin Prochnow
INSIDER's Take
Beverage brands sold in the United States must address how changes to the Reference Amounts Customarily Consumed (RACCs) and serving sizes determination will affect their product labels.
The required serving size for most beverages must now be based on 12 fluid oz. instead of 8 fluid oz., and products with less than 24 fluid oz. must be labeled as a single serving.
Brands may downsize to smaller containers to avoid declaring nutrition information in large amounts for nutrients like calories, total fat, sugars and the newly created “added sugars.”
28 INSIDER Innovation in Functional Beverages Digital Magazine March 2017
occasion. Many RACCs were increased to reflect the “supersizing” of the United States. For example, the RACC for fruits used as ingredients, like avocados, was increased from 30 g to 55 g and the RACC for sugar was increased from 4 g to 8 g (21 CFR 101.12(b); effective July 26, 2016). Most significantly for beverage companies, the RACCs for various categories of beverages were also changed.
Previously, the RACCs for all beverages were 8 fluid oz. or 240 mL (21 CFR 101.12(b); prior to July 26, 2016). The newly revised RACCs for most beverages other than fruit-based and milk-based beverages, are now 12 fluid oz. or 360 mL (21 CFR 101.12(b)). This means, of course, that the required serving size for most beverages must now be based on 12 fluid oz. instead of 8 fluid oz.
These changes to the RACCs are significant by themselves, but additional changes to how the serving sizes for single-serving containers are evaluated further increase the impact of these revisions. FDA also revised the regulations to require any product that is less than 200 percent of the RACC to be labeled as a single-serving container (21 CFR 101.9(b)(6); effective July 26, 2016). Previously, products up to 150 percent of the RACC had to be sold as single-serving containers, while those more than 150 percent and up to 200 percent of the RACC could be sold as single-serving or as two-serving containers, at the option of the label owner (21 CFR 101.9(b)).
So, while the changes to the criteria for a single-serving container won’t significantly affect those beverages of 12 fluid oz. or less, since such products were already required to be labeled as single-serving containers, the significance of the changes become apparent for those beverages in larger-sized containers. For example, a company with a 23 fluid oz. beverage had “about three” servings under the regulations prior to the July 26, 2016 changes, and should have provided nutrition information based on 8 fluid oz. Under the new regulations, as discussed above, that same container must now be labeled as a single-serving container, since it would be less than 200 percent of the new RACC of 12 fluid oz. Since the product is now a single-serving container, all the nutrition information displayed in the Nutrition Facts Panel must be displayed for the entire container, not just for 8 fluid oz. Suddenly, a product with 100 calories for 8 fluid oz. becomes almost 300 calories for the entire container, and the full amount must be declared in the Nutrition Facts Panel, as opposed to the amount for one 8 fluid oz. serving.
Regulations
Perhaps no changes may pack a greater punch than changes to the Reference Amounts Customarily Consumed (RACCs), with beverages at the front of the line.
29 INSIDER Innovation in Functional Beverages Digital Magazine March 2017
In addition, the changes in serving size could affect the range of permissible claims for a product. If a beverage product was 30 calories per 8 fluid oz. under the pre-July 26, 2016 version of the regulations, the product qualified as “low calorie” (21 CFR 101.60(b)(2)(i)(A)). Now that the RACC for most beverages is 12 fluid oz, that same product is 45 calories per RACC and no longer qualifies as a “low calorie” product.
The changes to the RACCs and the serving sizes, along with changes to the Reference Daily Intake (RDI) or Daily Reference Value (DRV) for many of the vitamins, minerals and nutrients could make what seemed like a simple task of converting from the old format to the new format a much more difficult undertaking. The desire to avoid declaring nutrition information in large amounts for nutrients like calories, total fat, sugars and the newly created “added sugars” may cause companies to look at downsizing those larger cans, bottles and units to smaller containers closer to the 12 fluid oz. RACC/serving size. Additionally, companies may need to consider changing some of the claims used to promote products or look at reformulating to account for the changes. Clearly, companies must ensure that they fully comprehend all aspects of the new changes to make important decisions about when and how to comply with the new labeling requirements.
Justin J. Prochnow (303) 572-6562 is an attorney and shareholder in the Denver office of the international law
firm of Greenberg Traurig LLP. His practice concentrates on legal issues affecting the food & beverage, dietary
supplement and cosmetic industries. He can be followed on Twitter at @LawguyJP.
This article is issued for informational purposes only and is not intended to be construed or used as general legal
advice. The opinions expressed are those of the author exclusively.
Regulations
30 INSIDER Innovation in Functional Beverages Digital Magazine March 2017
IN THIS ISSUE
Healthy, functional beverages are attracting a wider audience with expectations of efficacious dosages of beneficial ingredients and great-tasting concoctions. As such, combining ingredients based (or not) in science, and making them bond together, taste great, be efficacious and meet the typical marketing hyperbole that is attached to them is the hurdle. If functional beverages are to continue growing in the marketplace, they must deliver on taste, efficacy and science.
In a 2016 Mintel survey, consumers were asked to reveal the main reason they select and drink preferred beverages, and 72 percent across all age groups said taste was the main driver. While consumers are looking to new, innovative beverages that provide additional benefits beyond hydration, flavor is still king.
While still in the initial stages of production before launching a product, brands must consider their route to market, which includes packaging, shelf-stability and distribution channel, before they begin the research and development (R&D) process. Consumers seek simplicity when selecting products, and don’t want to be bombarded with messages. Consumers scrutinize labels and want the most important information, such as ingredients and nutritional values, to be communicated in ways that are visibly clear and easy to understand.
Beverage brands must also ensure they are following new regulations. Revisions to the federal regulations pertaining to the labeling of food, beverages and supplements in the form of two Final Rules (“Revision of the Nutrition Facts and Supplement Facts Labels” and “Serving Sizes of Foods That Can Reasonably Be Consumed at One Eating Occasion”) became effective. Perhaps no changes pack a greater punch than changes to the Reference Amounts Customarily Consumed (RACCs) and the resulting determination of serving sizes for products, with beverages at the front of the line.
The functional beverage market in the United States has developed beyond being a niche category of drinks meant for better health and well-being. New functional beverages (such as sports drinks, ready-to-drink [RTD] tea and designer water) have added a new dimension to the earlier definition, with increased emphasis on convenience, novelty, fun and image while maintaining their status as “healthy” drinks.
In terms of beverages internationally, in 2015, Saudi Arabians received 35 percent of their sugar from soft drinks—a remarkably high amount, according to Euromonitor International nutrition data. Consumption of sugary soft drinks is high in the region, and will likely continue to grow for the foreseeable future. However, obesity in the Gulf is a ticking time bomb, and governments are starting to move to avert the looming public health crisis. Saudi Arabia, the largest market in the GCC by far, recently announced plans to put a tax in place on sugary beverages in its wide-reaching Saudi Vision 2030. Faced with a similar combination of falling government revenues and rising obesity rates, other governments in the region will likely soon follow. Even in the absence of government action though, the Gulf is changing, and the beverage industry will need to be prepared.
Regulations p.27 SupplySide Storefronts p.31 Table of Contents p.2
Takeaways for Your Business
Takeaways
31 INSIDER Innovation in Functional Beverages Digital Magazine March 2017
IN THIS ISSUE Takeaways p.30 INSIDER Contacts p.33 Table of Contents p.2
Looking for ingredients, suppliers and solutions in the beverage space? Check out these SupplySide and Vitafoods Global Storefronts to get more information such as whitepapers, presentations, contacts and other content from suppliers offering results for beverage manufacturers and marketers.
D I R E C T O R Y
Infiniti Nutraceuticals949-455-9708
Indena USA Inc.(206)340-6140
Albion: Balchem HNP(801)773-4631
Cepham Inc.(201)255-6011
Farbest Brands(201)573-4900
Cargill
AIDP Inc.(626)964-6910
Acara Bioherb Pvt. Ltd.+91-90-088-43025
Agropur Ingredients(608)781-2345
Applied Food Sciences Inc.(512) 732-8300/(800) 345-9666
Akay USA LLC(732)912-7179
KEB Nutraceutical USA Inc.714-990-8830
32 INSIDER Innovation in Functional Beverages Digital Magazine March 2017
SupplySide and Vitafoods Global Storefronts Directory
TSI USA Inc.(406)549-9123
Verdure Sciences(317)776-3600
TR Nutritionals(404)935-5761
Orgenetics Inc.(714)575-0005
Nexira(908)707-9400
NutraScience Labs(844) 839-5209
Savesta LifeSciences Inc.(818)709-2411
Pharmore Ingredients(801)446-8188
Sabinsa Corp.(732)777-1111
Visit the new launch
from Informa’s Global Heath & Nutrition Network, Food Insider Journal, for clean label strategy and formulation tips for food and beverage brands as they shift to simple and natural ingredients.
CLICK HERE
33 INSIDER Innovation in Functional Beverages Digital Magazine March 2017
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