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As a result , the functional beverage market is now expected to reach $ 58.3 billion by 2026 , growing at a CAGR of 7.8 percent . This rapidly growing market is an important driver for innovation on supermarket shelves and has seen the rise of products such as CBD and adaptogenic beverages and energy drinks .
Credible solution
Consumer research by Xampla found that 49 percent of consumers believe vitamins are more effective when obtained from food and drink than from supplements . Meanwhile , over half of consumers want to get more vitamins and minerals in their diet ahead of winter to boost their immune system .
For brands , however , creating products that live up to the health claims on the pack is a significant challenge to overcome . Vitamins , such as vitamin D , are highly sensitive to degradation by heat shock , UV light and pH imbalance and often break down by the time they reach the supermarket shelf and consumers ’ cupboards .
This forces brands to rely on costly overage – adding extra vitamins to products knowing they will degrade – to meet the claims made on the pack . Some , however , do not add vitamins or nutrients at all , missing out on a significant consumer market . Alternatively , brands must use specific packaging to protect sensitive vitamins , from UV rays penetrating the product . However , this prevents brands from using clear bottles , which are more widely recycled .
Another challenge is the bitter taste of botanical ingredients and nutrients , which may provide health benefits but can significantly affect the flavor profile of food and beverages consumers already know and trust .
Ultimately not all fortification is equal , and the bioavailability of added nutrients may vary . Morro Nutri microencapsulation is an effective solution to these problems . The plant protein microcapsules are enterically released , ensuring that the nutrients reach the site of absorption in the small intestine - offering credible and superior health benefits for consumers .
Edible efficiency
Xampla ’ s plant-based technology works by encapsulating a microscopic droplet of vitamin or nutrient oil in a natural and edible material . This protects ingredients from degradation within products , so that it can reach consumers at its maximum efficiency without affecting the taste .
This innovative technology opens up a range of opportunities for brands to differentiate food and drink products on supermarket shelves as well as for other industries such as cosmetics .
The microcapsules can also be deployed for other oil-based flavourings and nutrients , such as omega 3 , fat soluble vitamins and other botanicals .
The potential for this technology in a growing wellbeing focused market is significant and may soon bring in an age of never-before-seen products – from innovative fortified beverages to plant-based meats that can match or even surpass the micronutrient content of animal products . Watch this space ! ■
For a list of the sources used in this article , please contact the editor .
Hannah Pearse www . xampla . com
Hannah Pearse is Nutrition Manager of Cambridge-based Xampla , experts of dropin high-performance natural materials that replace the most polluting plastics .
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