With children now regularly eating out at restaurants, watching TV cooking shows with their parents and being exposed to new foods while traveling, the days of basic fare have gone.
Activity in functional digestive food and drink has grown across all regions, with Europe and Asia Pacific accounting for the bulk of activity and a notable 62% increase in Latin American product launches from 2008-2009.
In the past year, kombucha drinks have emerged in the retail beverage scene in carbonated soft drink, energy drink and ready-to-drink iced tea formats.
The confluence of an aging U.S. population, an increasing focus on
staying active later in life, and a growing public awareness of the
rising cost of healthcare offer unparalleled opportunities to energize
the market for nutritionally enhanced beverages.
Recently, coffee drink manufacturers have entered the energy market with enhanced formulations, such as Starbucks’ Coffee Double Shot, a ready-to-drink, shot-sized coffee drink with a double dose of caffeine.
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