The market of flavored and near water beverages has grown heavily in the past several years. Consumers have responded well to the concept of adding a delicious flavor and extra vitamins or minerals to their water. The market is now ready for products with even more functional ingredients. The trend of the future is water with a true added value for specific consumer needs. Anti-aging is one of the concepts that is crossing over into the beverage market:

“Vital Skin” reflects the desire for younger, firmer skin. Collagen and Q10, substances which consumers already know from the cosmetic industry, increase acceptance and confidence in this product.

Everyone wants to have more “Mental Fitness” – to stay on top of their game and be more alert. Ingredients such as ginseng or vitamins help support this concept.

“Inner Balance” is another concept which focuses on good digestion and features prebiotics, which are already familiar to consumers from yogurt products.