Formulating for Function | Food Business News

Consumer preference for wellness ingredients has been shifting from traditional supplement formats, like capsules or tablets, towards foods and drinks with functional properties, which are often perceived as a more natural and less intrusive approach to health and wellness.

As a result, functional beverage launches are accelerating globally, with energy drinks, FAB, iced tea & carbonated soft drink applications all on trend for formulation with botanical ingredients. 

Beverages represent a convenient category that eases the intake of bioactive botanicals, as beverage consumption is a natural habit associated with a healthy lifestyle, social activities, relaxation, and mindful rituals. Natural sources of caffeine and hydration, like guarana, coconut water, green tea extract, and ginger, continue to lead botanical adoption, while sources of natural vitamin C and ashwagandha are driving growth.

To further explore the formulation possibilities in this category, Givaudan recently conducted a global consumer survey to gain insights into consumer needs and core purchasing motivations – including information on key botanicals and color expectations.

Amaize® Orange Red in electrolyte beverage. 

| Photo: ©Givaudan Sense Colour

Understanding consumer needs

The rise of functional and enhanced hydration beverages reflects a shift toward smart replenishment, where new natural ingredients deliver wellness, without compromising on taste or transparency.

“We conducted this research to better understand the evolving expectations consumers have for functional beverages and to identify the emotional and wellness drivers shaping purchasing decisions,” says Marion Veyrines, Global Marketing Manager for Protein & Initiatives at Givaudan. “These proprietary insights help brands create more targeted and meaningful beverage experiences.”

“Through this research we have identified seven ‘need states’, or reasons why people are consuming functional beverages,” Veyrines continues. “Motivations range from a desire to increase immunity or gut health, increase hydration or replenish energy, all the way to indulgence, and relaxation.”

Whether it’s a sparkling water, vitamin-enriched juice, or increasingly preferred instant tablets and dry mixes, the message is clear: beverage choices now come with a functional boost, highlighting clean energy, mental health, gut health & immunity, and health & beauty. 

Targeted health is becoming increasingly important as individuals seek specific benefits from their beverages. For instance, Gen Z often focuses on Mental Health, while Boomers prioritize Healthy Aging. 

Natural Ingredients, Natural Colors

Givaudan’s research also examined the associations between each need state and key botanical or functional ingredients as well as beverage colors. These considerations are important for functional beverage formulation because they can have a significant impact on stability, which can make or break consumer interest in a product. 

“Colors can interact with functional ingredients in a formulation,” Catalina Ospina, Technical Marketing Specialist with Givaudan Sense Colour. ‘Ingredients like lemon balm, as well as green and black tea, which are associated with relaxation, have polyphenols that can cause certain natural colors to precipitate or shift their shade, for example. So, it’s important to balance consumer expectations for certain need states with what is actually feasible in ready to drink options.” 

“Because of these interactions, there are some advantages to formulating dry mix beverages in powder and tablet formats,” Ospina continues. “Through these applications, we can minimize or eliminate the long-term interaction and ensure a reliable visual presentation for a consistent consumer sensory experience.”

Beyond Color

Natural colors also play a synergistic role in the perception of wellness and functionality, through the now increasing awareness of a certain “healthy halo”. 

“Consumers associate sources of color like fruit and vegetable juices, or pigments extracted from plants with wholesomeness, naturality, green manufacturing practices, as well as functional attributes, even if the rates of use don’t warrant any biological effect.” Says Ospina. “Labels like anthocyanins, grape skin extract, curcumin, carotenes, and chlorophylls, are familiar to health-conscious consumers and can spark positive associations that complement the functionality promise.”

“Colors are also important for flavor matching and eliciting emotional associations and need states. For instance, green can symbolize tranquility and vitality, pairing perfectly with lemon balm’s fresh green shade and association with relaxation and calm optimism,” she concludes. 

To Sum It Up

Understanding the when, why, and how behind consumers’ desire for functional beverage consumption can help brands make more informed choices around botanicals, flavors, and colors that support successful product launches.  Taking a holistic formulation approach, where color, flavor and botanicals are developed together, can also help optimize stability, sensory appeal and overall product performance.

Consumers are looking for the next innovative and authentic health and wellness experiences. For beverage developers, natural solutions that provide great taste and sensory performance will be key to creating benefit-led beverages that consumers trust and love.