The key to launching personalised beverages with functional benefits is to understand consumers’ health priorities such as gut health and hydration, said Nathanael Lim, Asia-Pacific Insight Manager (Beverages) at Euromonitor.
At the same time, it is important to identify the target consumer segment, as young and elderly consumers have different priorities.
“The largest functional beverage category is immune support drinks, which account for USD666m in 2024. The category is set to grow by CAGR of 9% between 2024 and 2028.
“Functional beverages with vitamins, minerals and other health-supporting ingredients, such as herbs, are set to grow the fastest. This is driven by growing consumer sophistication and demand for personalised nutrition.
“Vitamin C and traditional herbs like ginseng appeal to consumers as they are familiar with them as part of their cuisine. Additionally, integrating fruit flavours such as blueberry and lemon would excite young consumers in Asia-Pacific,” Lim told NutraIngredients-Asia.
Citing the example of Kirin Sports Professional, a sports drink that contains Kirin’s proprietary Lactococcus lactis strain plasma (LC-plasma) launched in April 2024, he added that the company was able to refresh its branding by highlighting the beverage’s functionality, new packaging, and a name that “reflects its role in hydration and overall health management”.
Besides immune-boosting ingredients, the incorporation of nootropics, such as American ginseng extract, L-theanine and lion’s mane, into foods and beverages to aid in enhancing focus and memory is emerging in the market.
This observation is made by Novita Puspasari, Scientific Affairs Manager at H&H Group, who will be speaking at Growth Asia Summit 2025 taking place between July 15 and 17 at Singapore’s Marina Bay Sands Convention Centre.
Her presentation will cover the scientific rationale behind the selection of key ingredients in Swisse’s Nootropics range, how the brand communicates these benefits to consumers in Australia, and the challenges and regulatory complexities within specific markets.
Notably, some nootropics products in the Australia and New Zealand market are already being positioned as better-for-you alternatives for energy drinks.
Evolving to expand
In 2024, Limca, a brand of lemon- and lime-flavoured carbonated soft drink by Coca-Cola India, surpassed INR2,800 crore (USD327m) in revenue.
According to the company, Limca has been an iconic symbol of summer refreshment in India for over five decades, owing to its signature “cloudy bubbles” and lemony flavour.
As lifestyles of the Indian population evolve, the brand entered the advanced hydration category through the introduction of Limca GlucoCharge last year.
The functional beverage is said to be enriched with glucose and electrolytes to meet the needs of today’s active consumers.
The brand had specially selected Olympic gold medallist Neeraj Chopra to feature in GlucoCharge’s launch campaign, delivering a message of perseverance that resonates with both athletes and everyday fitness enthusiasts.
Limca is looking to continue innovating and connecting with new generations to extend its growth and reach across the country.
“Our goal has always been to build brands that go beyond the product — brands that become a part of daily life and [people’s] collective memory. And Limca’s story is one of resilience, reinvention, and a pursuit of excellence.
“Our success is anchored in a simple but powerful playbook — innovating products that cater to evolving consumer needs, expanding distribution to both urban and rural India, and executing marketing campaigns that connect passion and purpose. We are excited to continue this momentum and deliver long-term value to millions of consumers,” said Vinay Nair, Vice President of Franchise Operations (Developing Markets) at Coca-Cola India and Southwest Asia.
