Market Trend of Functional Beverage

By Region – Europe

Europe Functional Beverage Market Insights• The Europe functional beverage market is expected to

grow at a CAGR of 8.42%, during the forecast periodof 2018-2023

• Europe is the third largest market for functionalbeverages, comes after North America and Asia Pacific

• Germany and the UK are expected to contributegreatly to market growth

• The rise of health conscious consumers globally hastremendously increase preferences of healthy andnutritional drinks over calorie-heavy soft drinks in theregion

• In Europe, the beverage market is dominated bysports and energy drinks, while the remainder consistsof fortified and functional products

• Some part of the market share is captured by vitaminand mineral drinks and herbal drinks

Source: Mordor Intelligence, 2018; Future Market Insights, 2018

Emerging Market Trends

• Sport and Energy drinks consumers want less sugar content, but expect a lab-engineered, high performance beverage that delivers on its core functional claim

• Germany is one of the few countries which has a considerable market for ACEdrinks (Products containing vitamins A, C and E). More than 100 Germanmanufacturers’ offers such products in various flavours like orange, carrot andlemon, with a juice content of 30%.

• Herbal and tea brands have been switching their product offerings towardsfunctionality, emphasizing on the potential health benefits of tea. Following thetrend, manufacturers have been developing fortified teas, with added nutrients.

• The kombucha market in EMEA is expected to generate $ 660.67million by 2021 –trends around probiotic and fermentation foods are coming to a head in Europe

Source: Mordor Intelligence, 2018; Farr, 2018

Market Examples

1.0 Sugar Reduction Sambazon’s Low Calorie Energy Drink

Only 40 Calories per Can, 7g sugar per serving

Ingredients: Sparkling Filtered Water, Organic Erythritol, Organic Fair TradeClarified Açaí Juice, Organic Cane Syrup, Organic Acerola Juice*, OrganicPomegranate Juice*, Organic & Natural FLavours, Citric Acid, OrganicGreen Tea Extract, Fruit & Vegetable Juice (For Colour), Malic Acid, OrganicStevia Extract, Sea Salt, Organic Guarana Extract, Organic Yerba MateExtract*Made from organic concentrate with filtered water added

Shark’s LowSugar NaturalEnergy Drink

Only 11 grams of sugar, 60 Calories per can, and contains80 mg of natural caffeine per 8.4 oz can

Flavours: Red berries, Apple & Melon

Ingredients for Red Berries Flavour: Carbonated Water, Sucrose,Erythritol, Citric Acid Monohydrate, Taurine, Natural Caffeine, L-Lysine Monohydrochloride, Choline Bitartrate, Inositol, Niacin Amide(B3), D-Pantothenol (B5), Pyridoxine HCE (B6), Riboflavin 5Phosphate Sodium, Cyanocobalamin (B12), Thiamine Mononitrate(B1), Sucralose, Acesulfame K, Sodium Chloride, Artificial Colour(Hibiscus), Artificial Flavours (Hibiscus and Triple Berry)

Gatorade’s Low Sugar Thirst Quencher

Flavour: Lemon-Lime, Grape, Cool Blue

Ingredients for Grape Flavour: Water, Sugar,Citric Acid, Sodium Citrate, Salt, Natural andArtificial Flavour, Monopotassium Phosphate,Sucralose, Acesulfame Potassium, Red 40,Blue 1

Flavours: Blueberry Açaí, Cucumber Watermelon,Georgia Peach, Mango Clementine, Pineapple Mint,Strawberry Coconut

Roar’s Organic Electrolyte Infused Low Calorie Sports Drink

Ingredients for Strawberry Coconut Flavour: Water,Organic Coconut Water from Concentrate, OrganicErythritol, Organic Flavour, Organic Sugar, OrganicLemon Juice from Concentrate, Sodium Chloride, L-Malic Acid, Citric Acid, Organic Stevia Leaf Extract,Niacinamide (Vitamin B3), Calcium D Pantothenate(Vitamin B5), Pyridoxine Hydrochloride (Vitamin B6)

Zero Sugar, Perfect blend of 150mg of natural caffeine, b-vitamins and electrolytes to support hydration and energy

Kill Cliff’s Ignite Performance Energy Blend

Flavour: Cherry Limeade, Lemon Berry

Ingredients for Cherry Limeade Flavour: Water, Erythritol, Citric AcidVitamin Blend [Tripotassium Citrate, Magnesium Lactate, DisodiumPhosphate Anhydrous, Green Tea Leaf Extract, Ginger Root Powder,Vitamin E (D-Alpha Tocopheryl Acetate), Asian Pantothenic Acid,Niacin, Vitamin B12 (Cyanocobalamin), Vitamin B2, Vitamin B6(Pyrodoxine Hydrochloride)], Natural Flavours, Fruit and VegetableExtract (For Colour), Stevia (Rebaudioside A).

1.0 Sugar Reduction

Lucozade’s Zero

Ingredients for Original Flavour: Carbonated Water,Acids (Citric Acid, Lactic Acid), Acidity Regulators(Sodium Citrate, Sodium Lactate), Preservative(Potassium Sorbate), Sweeteners (Aspartame,Acesulfame-K), Caffeine, Antioxidant (AscorbicAcid), Flavourings, Colours (Sunset Yellow, Ponceau4R)

Flavours: Original, Orange, Pink Lemonade

Boost’s Energy Sugar Free Original

Ingredients: Carbonated Water, Acid (Citric Acid), Taurine(0.4%), Acidity Regulator (Sodium Citrate), Flavourings,Sweeteners (Aspartame, Acesulfame K), Caffeine (0.03%),Colours (Ammonia Caramel, Riboflavin), Preservative(Sodium Benzoate), Vitamins (Niacin, Pantothenic Acid,Vitamin B6, Vitamin B12), Inositol

Monster Energy’s Ultra Citron

zero calories zero sugar and a full load of Monster energy blend

Ingredients: Carbonated Water, Flavour Enhancer(Erythritol), Taurine (0.4%), Acid (Citric Acid),Natural Flavourings, Acidity Regulator (SodiumCitrate), Preservatives (Potassium Sorbate, SodiumBenzoate), Caffeine (0.03%), Sweeteners (Sucralose,Acesulfame K), L-carnitine L-tartrate (0.015%),Vitamins (B3), (B5), B6, B12), Sodium Chloride,Colour (Carotenes)

1.0 Sugar Reduction

Rockstar’s Pure Zero Energy Drink

Flavours: Blue Ice, Mango Orange Passion Fruit, Punched, Silver Ice

Celsius’s Sparkling Energy Drink

Good Source Of: Niacin, pantothenicacid, riboflavin, vitamin B12, vitaminB6, vitamin CExcellent Source Of: Biotin, niacin,pantothenic acid, riboflavin, vitaminB12, vitamin B6, vitamin C

Low calorie, sugar free, very low sodium, zero calories

Flavours: Grapefruit, Kōla, Mango/Ginger, Raspberry Lime

Zevia’s Energy Drink

Ingredients: Carbonated Water, CitricAcid, Stevia Leaf Extract, Caffeine, NaturalFlavours.

Zero Calories. Clean Ingredients. 120 mg of Caffeine.

1.0 Sugar Reduction

2.0 ACE JuiceOettinger’s Glorietta A-C-E

Sun-kissed orange taste, sweet-n-sour lemon experience incombination with carrots, all in afull A-C-E vitamin shot

In every 100ml, contains 40mgVitamin C, 4mg Vitamin E, 236μgVitamin A

Del Monte’s ACE Juice

Rauch’s Bravo Multivitamin Fruit Juice

Ingredients: Water, Multi-Fruit Juice Concentrate(Apple, Orange, Tangerine, Pineapple, Lemon,Pear, Grape, Passion Fruit), Multi-FruitConcentrate (Banana, Apple, Peach, Mango,Apricot, Guava), Acidifier: Citric Acid;Sweeteners: Aspartame, Acesulfame K, Vitamins(Thiamine, Riboflavin, B6, C, E, Biotin, Calcium D-Pantothenate, Niacin) and Provitamin A.

Characterised by fresh apples, juicy oranges,tangy lemons and the best carrots

Pfanner’s ACE Juice

Just 200 ml of this ACE Juice covers 60% ofyour daily requirement of the vitamins A, Cand E.

Fortuna’s Red Grapefruit Juice with vit. ACE

Amita’s ACE Juice

2.0 ACE Juice

Derby blue’s Zero ACE Red

Non-alcoholic drink basedon fruit juices (40%) andcarrot, with sweetenersand vitamins, low-calorie

Yoga’s Tasky ACE

Ingredients: Aromas, Sugar,Water, Concentrated Juices(Orange 20%, Carrot 5%,Lemon 5%), Glucose-Fructose Syrup, Vitamins C,E and Beta Carotene

Santal’s ACE Fruit Juice

Ingredients: Water, 22%Orange Juice, Sugar, 5%Lemon Juice, 3% CarrotJuice, Vitamins C, E andProvitamin A (BetaCarotene), Flavorings.

Looza’s ACE Original Fruit Juice

This contains 8 tropicalfruits and carrot juice sois rich in vitamin C, E andprovitamin A.

Skipper’s Ace Juice

Ingredients: Water,Orange Juice (21%),Carrot Juice (5%), Sugar,Lemon Juice (4%),Natural Flavouring,Vitamin C (L-AscorbicAcid), Vitamin E, VitaminA.

Achillea’s SuccoMio Ace plus Apple

Ingredients: ConcentratedApple Juice* 61.8%,Concentrated Orange Juice*34%, Carrot Juice* 4%,Concentrated Lemon Juice*0.2%.*Organic

3.0 Herbal-based Drink & Fortified TeaRockstar’s Sugar Free Double Strength Energy Drink

Enhanced with the potent herbal blend of Guarana, Ginkgo, Ginseng and Milk ThistleIngredients: Carbonated Water, Citric Acid, Taurine, SodiumCitrate, Guarana Seed Extract, Caffeine, Caramel Color, Naturaland Artificial Flavors, Glucuronolactone, Sorbic Acid(Preservative), Benzoic Acid (Preservative), AcesulfamePotassium, Sucralose, Pantothenic Acid, Niacinamide, Inositol,L-Carnitine, Milk Thistle Extract, Panax Ginseng Root Extract,Riboflavin, Pyridoxine Hydrochloride, Cyanocobalamin.

Spice Tea infused with Ayurvedic herbal

Yogi’s Iced Tea

Flavours: Spearmint Lemon, HibiscusMint, Mate Lemon, Orange Ginger

Ingredients for Orange Ginger Flavour:Water, Basil*, Ginger*, Orange Peel*,Cinnamon*, Liquorice*, Black Pepper*,Cardamom*, Chili Pepper*, Cloves*,Agave Syrup*, Lemon Juice**Certified Organic

Blu-Dot’s Protein Tea

Flavours: Cranberry Pomegranate, Blueberry Açaí,Orange Pineapple, Cherry Mango, Apple Pear

World’s first green tea fortified with 10 grams of protein and 5 grams of fibre

Ingredients for Cranberry Pomegranate Flavour: Water,Whey Protein Isolate (Milk), Chicory Root Inulin,Organic Cane Sugar, Brewed Green Tea Concentrate,Natural Flavour, Citric Acid, Colour, Stevia Extract

3.0 Herbal-based Drink & Fortified Tea

Oshee’s Vitamin TeaFlavour: Zero Peach, Earl Grey

Boosted Tea’s Vitamin Tea

Flavours: Pure Green, Cherry Red, Mellow Yellow

Rich in B-complex vitamins, Zero Sugar, Zero Calories

Fuze’s Antioxidant & Vitamin Infused Tea

Flavours: Blueberry Black Tea, Meyer LemonBlack Tea, Summer Peach Black Tea, TropicalMango Green Tea

Ingredients for Blueberry Black Tea Flavour:Tea (Filtered Water, Black Tea Powder), Sugar,Citric Acid, Natural Flavours, Vitamin C(Ascorbic Acid), Sodium Citrate, Vitamin B6(Pyridoxine Hydrochloride), Vitamin B12(Cyanocobalamin)

Virtue’s Ice Tea

Flavours: Lemon, Strawberry & Peach

Ingredients: Water, Fruit Extract, Citric Acid,Tea Extract, Natural Flavouring, Vitamins[Vitamin C, Niacin(B3), Vitamin B6, Biotin(B7), Vitamin B12] Minerals [Magnesium,Zinc] and Natural Sweetener.

3.0 Herbal-based Drink & Fortified Tea

Little Miracles’s Blend of Organic Tea, Super Fruit Juice, Ginseng and Açaí

Organic Blends:- White Tea , Cherry, Açaí, Ginseng, Agave- Rooibos Tea, Elderberry, Ginger, Ginseng, Agave- Black Tea, Peach, Açaí, Ginseng, Agave- Lemongrass, Orange, Ginger, Agave- Baobab, Mate, Ginger, Agave- Green Tea, Pomegranate, Açaí, Ginseng, Agave

Titan Tea’s Organic Tea + Electrolytes

Flavours: Lemon Black Tea, Raspberry Black Tea,Pomegranate Green Tea, Peach Green Tea, 50/50 –Lemonade and Black Tea, Honey Green Tea

Ingredients for Pomegranate Green Tea: TripleFiltered Water, Organic Fair Trade Green Tea, OrganicFair Trade Cane Sugar, Contains 0.5% or Less Of:Pomegranate Juice Concentrate, Organic Lemon JuiceConcentrate, Titan Tea Essential Electrolyte Blend(Sodium Citrate, Potassium Citrate, Calcium Citrate),Natural Flavours, Citric Acid, Natural Caffeine.

Isopure’s Fortified Black Tea & Green Tea with Lemon

Each serving (per bottle) contains170 calories and contains 10.2 g ofBCAA's & full dose of flavonoidantioxidantsIngredients for Black Tea Lemon: FilteredWater, Ion Exchange Whey (Milk) ProteinIsolate, Black Tea Powder, Natural Flavor,Sucralose, Phosphoric Acid, Polysorbate80.

4.0 Kombucha & Probiotics

Ingredients for Original Kombucha: Organic MOJO Kombucha(Water, Organic Sugar*, Organic Tea, Kombucha Culture), Probiotic(Bacillus coagulans GBI-30 6086).*Sugar is crucial for effective fermentation and is consumed by thekombucha culture.

MOJO’s Classic Kombucha

Flavours: Original, Ginger Tonic, Lemon Citrus, Perfect Passionfruit,Raspberry Passion, Blueberry & Ginger Bliss, Turmeric Trio,Strawberry Hibiscus

Living powerhouse of healthy goodness, filled with activeenzymes, b-vitamins, organic acids and proven probiotics

Captain Kombucha’s Legendary Fermented Drink

Flavours: Original, Pineapple Peach Splash, CayennePepper, Coconut Summer Beach, California Raspberry

Real unpasteurized Kombucha with PowerfulProbiotics, packed with enzymes and probioticgoodness.

Ingredients: Filtered water, BIO Certified Evaporated CaneJuice (Cane Sugar Transformed During Fermentation), BIOCertified Green Tea, Pure Live Kombucha Culture(Probiotic Bacteria and Yeast), BIO Certified Tea Extract.Water Filtered By Reverse Osmosis.

4.0 Kombucha & Probiotics

Tea Of Life’s Kombucha

Flavours: Hibiscus YerbaMate, Lemongrass YerbaMate, Original

Delicious blend oforganic sweet teas withan ancient probioticculture

Flavours: Classic, Aronia,Papaya, Elder, Ginger,Cinnamon, Mint, Rose

Kombucha Life’s Kombucha Tea

Ingredients for Papaya Flavour:Herbal Tea, Papaya andPineapple Infusion, (FilteredWater, Tea Leaves 2%), Sugarand Kombucha Cultures.

Unpasteurised to guarantee activity of naturally presented beneficial probiotics Urban’s Kombucha

Flavours: Ruby Sipper, Purple Rain,Flower Power, Bee’s Knee, Believe

Ingredients for Purple Rain: OrganicRaw Kombucha (Triple Filtered Water,Cane Sugar*, Tea*, KombuchaCulture*), Blueberries*, Ginger Root*,Hibiscus Flowers*, Butterfly PeaFlowers**Organic and Fair Trade

Baba’s Bucha

4.0 Kombucha & Probiotics

Inner-Eco’s Probiotic Coconut WaterFlavours: Original, Berry, TropicalIngredients for Original Flavour: Fresh YoungCoconut Water, Kefir Cultures

Forager Project’s Drinkable Cashewgurt

Flavours: Unsweetened Plain, Wild Blueberry,Strawberry

Ingredients for Unsweetened Plain Flavour: Cashewmilk(Filtered Water, Cashews), Tapioca Starch, Coconut Cream,Live Active Cultures. Live Active Cultures (S. Thermophilus,L. Bulgaricus, B. Bifidum, B. Lactis, L. Acidophilus, L. Casei,L. Paracasei, L. Plantarum, L. Rhamnosus).

Skånemejerier’s Drinking Yoghurt

Arla & More’s Oat and Yoghurt Smoothie

Flavours: Pineapple Coconut, Raspberry Beetroot

Ingredients for Pineapple Coconut Flavour: Yoghurt(Pasteurized Milk, Yoghurt Acid), Fruit (Pineapple10.8%, Pear Juice Concentrate 8.1%, Coconut Milk1.5%), Water, Oats 1.8%, Ginger, Turmeric

4.0 Kombucha & Probiotics

Each shot of Biomel contains billions of live active cultures,

Vitamin B6, D and Calcium

Biomel’s Dairy Free Probiotic Drink

Flavours: Natural, Pure Vanilla, DarkChocolate

Ingredients for Natural Flavour:Coconut Milk (Purified Water,Pressed Coconut), Natural FruitExtract (Grape), Gellan Gum, Sea Salt,Vitamins B6, D, Calcium and Billionsof Live Active Cultures

Danone’s DanActive

Flavours: Pomegranate Berry, Blueberry,Vanilla, Strawberry Banana, Strawberry, Multi-fruits, Raspberry Açaì

Ingredients for Pomegranate Berry Flavour:Skim Milk, Water, Sugar, Cream, Modified MilkIngredients, Modified Corn Starch, StrawberryPuree, Blueberry Puree, Pomegranate JuiceConcentrate, Natural Flavour, Natural Colour,Sodium Citrate, Active Bacterial Cultures, ActiveProbiotic Culture (L. casei CNCM I-1518), MalicAcid, Vitamin D3, Vitamin A Acetate. Made withVitamin A & D Fortified Skim Milk.

Pure Earth’s Kefir Drink

Flavours: Grapefruit, Spirulina, Apple & Mint,Coconut & Lime

Each kefir drink contains 10 Billion LiveCultures per 100ml (incl. Bifidobacteriumpsychraerophilum, Lactobacillussatsumensis, Lactobacillus paracasei)

Ingredients for Spirulina Flavour: FilteredWater*, Cane Sugar (for fermentation), PressedLemon Juice, Phycocyanin Powder (SpirulinaExtract), Water Kefir Grains* (grains are sievedbefore bottling), Icelandic sea salt**Non-organic Ingredients

References

• Farr, R. (2018). Why Kombucha May Be The Next Big Thing In Europe. Retrievedfrom https://www.drinkpreneur.com/beverage-howto/why-kombucha-may-be-the-next-big-thing-in-europe/

• Future Market Insights. (2018). Functional Beverages Market Dynamics, Forecast,Analysis and Supply Demand 2014 – 2020, Industry Report.

• Mordor Intelligence. (2018). Europe Functional Beverage Market - Segmented ByProduct Type (Energy Drinks, Fortified Juice, Sports Drinks, Dairy and DairyAlternative Drinks and Others), Sales Channel ( Supermarket/Hypermarket,Pharmacy, Health Stores, Convenience Stores, Online Retailing and Others), andGeography - Growth, Trends and Forecasts (2018-2023), Industry Report.