Fortification increasing in drinks, dairy next?
sector, and played a role in 8 per cent of all new food and drink
products introduced last year, according to David Jago, director of
Mintel's Global New Products Database.
Speaking at a seminar on 'vitamin enrichment in drinks' at Health Ingredients Europe last week, Jago said that fortified waters, juices and even carbonates are at the forefront of this growth, while sports and energy drinks continue to rely on B vitamins for energy boosting.
Indeed energy drinks account for the largest share of fortified beverages, closely followed by foritified juices (28 per cent). But waters, such as German company Hochwald's HSQ vitamin water, or the US-based Energy Brands Glaceau Vitaminwater, are showing the fastest growth.
"Fortification is declining in most segments except for soft drinks and dairy," noted Jago. He added that "so many trends emerge first in the soft drinks market and dairy could be next".
Trends also tend to emerge first in Japan, a market that has recently seen the launch of daily dose products for fatigue relief as well as fortified fizzy drinks, like Coca-Cola's Fanta with vitamin C.
7UP has been the first to introduce such a product in the west with its vitamin C and calcium-enriched version but it may not be long before bigger rivals follow the example.
"We can expect to see this making waves and the bigger players are bound to go in this direction too," said Jago.
His views are supported by a report published in the US last week by Fitch ratings, suggesting that adding nutrients to fizzy drinks will be part of the push for further creativity and attempt to make them appear healthier.
Jago added that the 'little bottle' or daily dose concept would continue to expand, offering manufacturers a source of innovation.
There has also been relatively few products targeted at older consumers but demand for this segment will increase and should be considered a growth opportunity.
