The term functionality in the beverage industry is similar to “clean label” in the food space: Both are defined fluidly, highly personalized and depend on what the consumer deems valuable. When defining functionality — additional benefits or purposes beyond basic hydration and taste in beverages — we can mark a few factors based on recent industry trends and consumer reports. Product developers who use honey as the No. 1 sweetener in beverages not only are staying on trend, but they’re meeting functionality demands in three key ways:
- Better for you ingredients. With advancements in ingredient format, flavor and innovation, CPG brands and consumers are becoming more focused on the sweeteners on the label. In fact, almost half of the Hartman Group’s Modern Beverage Culture 2,200 respondents said that their beverage choices are based on recognizable, simple ingredients, “underscoring the growing trend for diverse, yet familiar flavors like florals, herbs and spices.” With 300 varietals of honey in the U.S. alone, honey’s flavor combination potential — especially with trending hibiscus — is a great way for product developers to stand out on supermarket shelves.
- Energy. Scott Dicker, market insight director for SPINS, told Food Navigator, “Energy drinks might be on the cusp of the next better for you evolution, which will see natural sweeteners gain … I think as we move to the next level of better for you there’s going to be an opportunity for more natural sweeteners.” Honey has 17 grams of carbohydrates per tablespoon, and the natural sugars in honey, primarily fructose and glucose, can provide a quick energy boost.
- Relaxation, stress relief and mood boosting. According to Functional Beverages AM to PM: stress and anxiety are the most common health-related concerns for Americans. Beverage developers are being tasked with adding functional ingredients that calm, soothe and relax consumers. Honey added to tea is a time-tested combination to soothe after a long day. Plus, the antioxidants in honey — flavonoids and polyphenols — may help combat oxidative stress and inflammation in the body.
Beverage developers are using honey more as a functional, better-for-you sweetener in a number of CPG products. Here are a few of our favorites that are making their mark in the functional category:
