Source: FoodIndustry
Author: Michelle Cheong

Tranquini calming beverage Image source: Tranquini official website

Beverages are becoming increasingly functional with each new product launch, not only replenishing energy but also promoting health. As a new category within functional beverages, calming drinks are on the rise.

Today, there are various "healthier" and "better-for-you" functional beverages. In fact, according to Euromonitor, the global functional fortified beverage market was valued at $92 billion in 2015, with a compound annual growth rate of 4.9% from 2010 to 2015.

The functional beverage category is diverse, ranging from "specialty waters" with probiotic properties, juices or coffees fortified with essential minerals, to cognitive-enhancing drinks, beauty beverages containing collagen, and even drinks that help with sleep or relaxation.

The calming beverage category is a new segment within functional drinks, including beverages that induce calm or promote sleep. This is also a segment that has grown rapidly in recent years. According to market research firm IBISWorld, the calming beverage market is currently valued at $218 million, with an annual growth rate of 24.7% from 2011 to 2016. They predict this strong growth will continue over the next five years through 2021, driven primarily by rising disposable income and demand from convenience stores and retail outlets.

What are calming beverages?

Ahmed Elafifi, founder and Chief Calming Beverage Officer of Tranquini, clarified the difference between calming beverages and sleep-inducing drinks, stating that the former are scientifically proven to reduce stress and alleviate anxiety without causing drowsiness. These calming beverages are made from natural ingredients and can be blended into a range of lightly carbonated drinks with unique flavors.

For calming beverage manufacturers, their drinks meet all the requirements of today's functional beverages: containing natural flavors, no artificial colorings, no preservatives, and low in calories (about 30% lower than most natural fruit juices and regular sugar-based soft drinks).

Tranquini calming beverage Image source: Elevate PR

Meeting consumer needs

Elafifi said that in some ways, calming beverages may be more suitable for the Asian market. He explained that historically, countries like India and China have used various processes to produce products, where herbal products have become an important part of the regional diet.

However, even in other markets, calming beverages would do well because consumer tendencies and perceptions are similar worldwide. In an era where focus is increasingly important to consumers, calming beverages will provide the necessary relaxation and healthy options for soft drinks. Calming beverages can also attract consumers with different preferences through various flavors.

A new category poised to explode

According to Mr. Elafifi, the global market for calming beverages is being pioneered, and he believes the category has immense potential.

Calming beverages offer a unique lifestyle that aligns with current consumer needs. Unlike the past two decades characterized by high speed and high stress, consumers have become aware of the need to relieve stress in recent years. This is a clear shift in lifestyle, meaning consumers are seeking products that support a balanced, positive, and relaxed lifestyle.

These beverages can be enjoyed by consumers of all ages at any time, and are particularly effective in actively seeking relaxation and positive situations; compared to common relaxation methods such as consuming alcoholic beverages or taking vacations, these methods are also more affordable.

Source: FBIF Food & Beverage Innovation (ID: FoodInnovation)

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