Functional beverage
A functional beverage is a conventional liquid food marketed to highlight specific product ingredients or supposed health benefit.[1][2]
Functional beverages include dairy beverages, sports and performance drinks, energy drinks, ready-to-drink teas, "smart" drinks, fortified fruit drinks, plant milks, and enhanced water.[1]
Types
Powder mixes
Powdered mixes may be added to boiling water or hot milk to make the drink at home. Powder mixes may be prepared at home, and are sold at grocery stores and online.
Benefits
Powder mixed with liquid instantly will prevent sensitive compounds like antioxidants found in the powder to oxidize by oxygen molecules in the water.
Ready to drink
Functional ready to drink beverages like energy drinks are commonly sold in grocery stores.
Drawback
Sensitive compounds like antioxidants may oxidize when they are exposed to oxygen from water for a long time.
Dark chocolate milk
Homemade chocolate milk blended with oil |
1 cup (244 g) chocolate-flavored drink, whey and milk based[3] | |||||
---|---|---|---|---|---|---|
Sugars | 0.19 g | 1.37 g | - | 0.056 g | 21.2 g | |
Total: 1.6 g | ||||||
Fat | 1.48 g | 5.17 g | 13.98 g | 0.015 g | 0.4 g | |
Total: 19.2 g | ||||||
Caffeine | 24.8 mg | - | - | - | 2.44 mg | |
Theobromine | 222 mg | - | - | - | 122 mg |
Table analysis:
- Cocoa solids. Homemade dark chocolate milk can be mixed instantly, which prevents sensitive compounds like antioxidants found in the powder to oxidize by oxygen molecules in the water, a problem that may rise with stored chocolate-flavored beverages.
- Fat. Theobromine is fat soluble,[8] but cocoa solid who originally consist of about 50% fat is usually fat reduced, so a table spoon of sunflower oil is added which also is rich in the essential fatty acid linoleic acid. A blender may be used to form a homogeneous mixture of the milk and the oil, which will increase the bioavalibility of the theobromine.
- Psychoactive substances: The homemade chocolate milk contains 10 times more caffeine (24.8 mg) and twice as much theobromine (222 mg) than the chocolate-flavored milk (2.44 mg caffeine, and 122 mg theobromine). A 2005 clinical trial showed psychoactive effects in caffeine doses as low as 9 mg,[9] and a dose as low as 12.5 mg was shown to have effects on cognitive performance.[10]
- The homemade chocolate milk may contain organic cocoa solids without common alkalized cocoa; In a single serving of cocoa, other researchers found 611 milligrams of gallic acid equivalents (GAE) and 564 milligrams of epicatechin equivalents (ECE), compared with 340 milligrams of GAE and 163 milligrams of ECE in red wine, and 165 milligrams of GAE and 47 milligrams of ECE in green tea.[11]
- Sugars. The homemade dark chocolate milk contains very little sugar, which prevent food addiction, obesity, and tooth decay. Also, unsweetened cocoa is potentially useful to lower blood pressure, but added sugar will increase it.[12]
- Milk: The homemade dark chocolate milk is based on soy milk; Low carb milk such as skim or soy milk can be used to avoid dairy products or extra sugar (lactose).[13] The chocolate-flavored milk contains milk sugar.
- Sweetener: The homemade chocolate milk contains 20 grams less sugars than chocolate-flavored milk that usually contains added sugar. In people who are regularly consuming dark chocolate milk in the morning and in the noon, this is equivalent up to 40 g/day, 280 g/week, 1.1 kg/month, or 13 kg/year. Cinnamon, a natural sweetener, is used in place of artificial sweeteners; Studies have shown that consuming artificial sweeteners such as aspartame, saccharin and sucralose increase chocolate cravings.[14]
A 2003 study conducted by Cornell University has shown that larger amounts of antioxidants are released when the drink is heated.[15]
High-carb drinks
Many functional drinks have high levels of sugar, even if they have other "healthy" ingredients. For example, a 20oz bottle of Glacéau's VitaminWater has been reported to contain approximately 33 g of sugar, which is similar to the sugar content of a can of Coca-Cola. This prompted The Coca-Cola Company to be sued for claiming that VitaminWater was a healthy beverage.[16]
Given their sugar content, many functional beverages may not be as healthy an alternative as other commonly consumed beverages. In addition, the sugar content of such beverages promotes dental cavities amongst frequent users.
Health concerns
Health experts are concerned about the increased consumption and popularity of functional beverages. Although these beverages may serve to hydrate the individual, they may not mitigate or even address today's major health issues, such as obesity, heart disease, and cancer.[1][2] Most functional beverages are sweetened, and consumption of sweetened beverages is associated with higher levels of obesity and heart disease.[1][2] Most of these drinks contain significant amounts of sugars and hence calories, which would add to discretionary and total caloric intake. As such, these ingredients pose health risks because of what they contain (sugar and caffeine) or what they replace in the diet (vitamin and mineral-rich foods).
Use
Functional beverages are commonly consumed by people seeking health benefits from their foods and beverages. Both convenience and health have been identified as important factors in consumers' decision-making about food and beverage purchases. Functional drinks are advertised as having various health benefits. For example, some claim to improve heart health, immunity, digestion, and joint health, while others promote themselves as satiating and energy-boosting.[1][2]
Industry
The functional beverage industry is a sub-sector of the functional food and non-alcoholic beverage industry. It is the fastest-growing sector of the industry, partially due to the maturity of the carbonated soft drink sector and heavy investments by major food and beverage companies.[17] Another reason for the industry's growth may be the consumer-oriented market scheme whereby innovative ideas come from consumers. By 2008, in the U.S., the market share of functional beverages accounted for 48.9% of the non-alcoholic industry, which is worth $118 billion.[18]
Functional beverage industry players are generally categorized into four types:[19]
- Traditional non-alcoholic beverage companies, like PepsiCo, Fuze Beverage, and The Coca-Cola Company.
- Major food companies, such as Nestlé, Altria, Kraft Foods, General Mills, and the Campbell Soup Company.
- Smaller-scaled private companies and specialized companies like POM Wonderful.
- Agricultural cooperatives, such as Ocean Spray and Sunsweet Growers.
Marketing ethic issue
Although a "functional" beverage may be marketed as a panacea or a performance-enhancing substance, there is no scientific evidence for any specific health effects of such beverages or for their uniform regulation internationally, as of 2020.[1][2]
Product trends
The functional beverage industry encompasses a wide range of varieties targeting different health-related concerns.[17] One trend has been toward hybrid drinks, which are marketed as having benefits like thirst-quenching ability, with daily dosages of vitamins or other nutrients.[18] Another trend is the rise of probiotics, exemplified by Activia yogurt, marketed for intestinal and immune health. Other beverages, like Function: BRAINIAC, a carambola punch energy drink in the Function Drinks line, advertise improved memory and mental sharpness. Functional drinks marketed to children have also been developed, and received attention with Nestlé's Boost.
A 2005 trend toward single-serve functional beverages was fueled by consumers' demands for convenience. According to Campbell's director of single-serve beverages, "People know they will be seen when they are drinking single-serving beverages, so the package is critical."[20] Drinks marketed toward weight loss, health, and beauty (like Nova the Essential Drink) account for a considerable market share. Lastly, "energy-boosting" functional beverage products, such as Red Bull and 5-Hour Energy, have been rated fastest in growth in the functional beverage market.
Market
The functional beverage industry generally competes using four primary strategies:[19]
- Promote their own products as healthy and unique, by clearly distinguishing their health claims from similar products, and by specifying naturally healthy ingredients.
- Consider extensions of existing brand lines. For example, Nestle extended their Boost product line by adding Kids Essentials to the line, thereby extending the adult-focused Boost line to a new market (children).
- Larger companies compete for market share by acquiring smaller companies that may own a particular market sector.[19] For example, Coca-Cola purchased Glaceau from Energy Brands, and Odwalla and Fuze Beverage from their respective founders, in order to increase Coca-Cola's market share.
- Explore new functional brands by identifying new markets and demands.
Market segments of the functional beverage industry are divided mainly into four parts.[17] Those include hydration; energy/rejuvenation; health and wellness; and weight management.[17] Each segment has its own target market and consumers. Overlapping of target consumers does occur—not because of undefined market needs, but due to consumer acceptance of functional beverages.[19]
Energy and stimulation
Highly caffeinated, often highly sweetened "energy drinks" have become popular on the beverage market in the United States, as well as globally, in the past decade. Consumer demand has helped generate a new generation of "energy drink" brands containing similar amounts of caffeine, calories, and sugar.[21]
Various stimulants found in energy drinks may include taurine, caffeine, B vitamins, guarana, ginseng, ginkgo biloba, L-carnitine, sugars, yerba maté, and creatine. Although these ingredients have been approved by the FDA, health experts still recommend that consumers read their energy drinks' labels, as these ingredients may not improve health.[1]
Sales
As of 2008, based on dollar sales, the most popular functional beverages, in order, were:[22]
- Health and wellness drinks, with 62.2% of dollar sales
- Hydration drinks (28%)
- Energy/Rejuvenation drinks (8.4%)
- Weight Management drinks (1.2%)
Consumer demographic
According to a 2006 article, the functional beverage market's consumer group is characterized as well-educated females aged 35–55, belonging to the upper middle, middle, and lower middle classes.[21] This is thought to result from this group's perceptions that functional drinks produce positive health beliefs, as well as their relatively high disposable income.[21] A 2002 article stated that within the energy and stimulant drink sector, young adults aged 18 to 34 are considered to be the main target market, as evidenced by high consumption rates.[23] However, due to constant changes in attitudes about different types of functional beverages, these target markets could change.[24]
Energy drinks
Health concerns
In some functional beverages, particularly energy drinks, the caffeine content can be up to 141 milligrams per serving, more than an average 8-ounce cup of coffee containing 133 mg of caffeine. There have been reports to Health Canada of adverse reactions involving energy drinks.[25]
See also
Notes
- Avoid cassia, it has a low tolerable daily intake (TDI), see Cinnamon#Toxicity
References
- Corbo, Maria Rosaria; Bevilacqua, Antonio; Petruzzi, Leonardo; Casanova, Francesco Pio; Sinigaglia, Milena (2014-10-20). "Functional beverages: The emerging side of functional foods". Comprehensive Reviews in Food Science and Food Safety. 13 (6): 1192–1206. doi:10.1111/1541-4337.12109. ISSN 1541-4337.
- Laura Domínguez Díaz, Virginia Fernández-Ruiz, Montaña Cámara (2020-05-01). "An international regulatory review of food health-related claims in functional food products labeling". Journal of Functional Foods. 68: 103896. doi:10.1016/j.jff.2020.103896. ISSN 1756-4646.
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: CS1 maint: uses authors parameter (link) - "FoodData Central". fdc.nal.usda.gov.
- "FoodData Central". fdc.nal.usda.gov.
- "FoodData Central". fdc.nal.usda.gov.
- "FoodData Central". fdc.nal.usda.gov.
- "FoodData Central". fdc.nal.usda.gov.
- Baggott, MJ; Childs, E; Hart, AB; de Bruin, E; Palmer, AA; Wilkinson, JE; de Wit, H (July 2013). "Psychopharmacology of theobromine in healthy volunteers". Psychopharmacology. 228 (1): 109–18. doi:10.1007/s00213-013-3021-0. PMID 23420115.
- "Effects of Low Doses of Caffeine on Mood, Physiology and Mental Function - Full Text View - ClinicalTrials.gov". Retrieved 2018-08-24.
- Smit, H. J.; Rogers, P. J. (October 2010). "Effects of low doses of caffeine on cognitive performance, mood and thirst in low and higher caffeine consumers". Psychopharmacology. 152 (2): 167–173. doi:10.1007/s002130000506. ISSN 0033-3158. PMID 11057520. S2CID 7176784.
- Lee, KW; Kim, YJ; Lee, HJ; Lee, CY (3 December 2003). "Cocoa has more phenolic phytochemicals and a higher antioxidant capacity than teas and red wine". Journal of Agricultural and Food Chemistry. 51 (25): 7292–5. doi:10.1021/jf0344385. PMID 14640573.
- "COCOA: Overview, Uses, Side Effects, Precautions, Interactions, Dosing and Reviews". www.webmd.com.
- "Hot Cocoa Tops Red Wine And Tea In Antioxidants; May Be Healthier Choice". ScienceDaily.
- Yang, Qing (2010). "Gain weight by "going diet?" Artificial sweeteners and the neurobiology of sugar cravings". Yale Journal of Biology and Medicine. 83 (2): 101–108. PMC 2892765. PMID 20589192.
- "Hot Cocoa Tops Red Wine And Tea In Antioxidants; May Be Healthier Choice". Science Daily. November 6, 2003. Retrieved June 26, 2008.
- Coca-Cola was sued for Fraudulent Claims on Obesity-Promoting "Vitaminwater" Accessed 2 December 2009
- Scholan, I. "Functional Beverages-- where next? Innovation in functional beverages market is set to continue." International Food Ingredients December 2007.
- Roberts, W. "Benefiting Beverages." Prepared Foods August 2009
- "Functional Foods and Beverages in US. MaryLand." Packaged Facts. May 2009
- Phillips, Bob "Sweet Revenge." Progressive Grocer 2005 84(5): 34-36, online in EBSCO assessed 29 November 2009
- Bogue, J., Seymour, C. and Sorenson, D. "Market-oriented new product development of meal replacement and meal complement beverages." Journal of Food Products Marketing, 2006 12(3): 1–18.
- Functional Beverages. Beverage World 2008 127(3): 14, online in EBSCO assessed 29 November 2009
- Boyle, C. and Emerton, V. "Food and Drinks through the Lifecycle." Surrey:Leatherhead International. 2002
- Van Trijp, H.C.M. and Van Der Lans, I.A. (2007). "Consumer perceptions of nutrition and health claims." Appetite. 2007 48(3):305–324
- It's Your Health – Safe Use of Energy Drinks. Accessed 2 December 2009