Traditionally, beverages have been associated with liquid forms, but the landscape is evolving, and ready-to-drink options are not the sole route to consumers anymore. While powdered drinks are not a new concept, recent advancements in formulation and packaging are igniting interest among both emerging and established beverage brands.
Exploring the Realm of Better-for-You Powdered Beverages
Historically, powdered beverages like Tang and Kool-Aid were mainly sugar or maltodextrin-based. However, today's consumers demand higher nutritional value and healthier options. To meet this demand, beverage formulators are developing more efficient and nutrient-rich powders by incorporating natural ingredients, such as gum acacia, as a prebiotic fiber substitute for sugar. Clean, functional powdered beverages catering to diverse consumer segments are emerging.
The Surge of Powdered Supplements
Multi-level marketing (MLM) companies and sports nutrition brands have played a pivotal role in mainstreaming powdered drinks and supplements. Fueled by innovations in powdered protein, amino acids, and other ingredients, the global dietary supplement market witnessed significant growth, reaching an estimated $167.8 billion by 2019. Responding to the growing acceptance of powdered supplements, the beverage industry is embracing powdered formats to offer dry functional beverages with wellness benefits akin to ready-to-drink products.
Success Stories in Powdered Beverages
Companies like True Citrus have successfully entered the beverage market with powdered products. True Citrus offers a range of sweetened and unsweetened powdered juices, infusions, and beverages for kids. Similarly, established ready-to-drink brands like Neuro Brands are introducing powdered formulations of their popular beverages. These powdered versions retain the same functional ingredients as their bottled counterparts, catering to diverse dietary preferences.
Expanding Functional Benefits
Powdered beverages are not only catering to conventional needs like enhanced sleep and increased energy but are also introducing new functionalities. For instance, Liquid I.V. introduced Energy Multiplier, a vegan electrolyte drink mix infused with cellular transport technology (CTT) for superior hydration. Additionally, BevCanna Enterprises Inc. launched Jase, a cannabis-infused beverage mix available in single-serve powder pouches.
Advantages of Powdered Beverages
Powdered beverages offer several advantages, including reduced packaging waste, longer shelf life, ease of shipping and storage, and portability. With the surge in e-commerce, powdered beverages present a convenient and eco-friendly alternative to bottled drinks.
Formulation Considerations
Developing a powdered beverage formulation comes with challenges such as limited space in the formula and ensuring uniform mixing of ingredients. Formulators need to balance the desired end product specifications with formulation constraints. Despite these challenges, powdered beverages offer a smart avenue for beverage brands to launch or expand their product lines.
Navigating the Path to Success
To ensure success, beverage brands should focus on creating experiences that resonate with their target consumers. Following proven innovation strategies and seeking guidance from industry experts can pave the way for a successful product launch, whether in liquid or powdered form.
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