Trending functional ingredients for gut health beverages

Consumers are boosting digestive health with functional beverages such as kombucha, shrubs and ginger-fortified products.

Ilana Orlofsky, Senior marketing manager

August 28, 2018

2 Min Read
Trending functional ingredients for gut health beverages

According to Innova Market Insights, 19 percent of all functional drinks launched in 2017 had a digestive/gut health claim. That percentage is expected to increase over the next several years, driving popularity of certain ingredients and product categories because of their ability to offer digestive health benefits.

Shrubs—Typically made from fruit, vegetables or herbs, along with sugar and vinegar, the key active ingredient in this nonalcoholic libation is apple cider vinegar. Technavio analysts predicted the apple cider vinegar market will grow at a compound annual growth rate (CAGR) of more than 10 percent through 2020.

Ginger—With the increased interest in botanicals, it should come as no surprise ginger has proliferated across categories and markets. In the 2017 Google Beverage Trends Report, ginger was listed as the top-searched, earthy flavor by volume, with most consumers interested in using ginger in teas, sodas and juices.

Kombucha—Tea that’s fermented with sugar, water and a symbiotic colony of bacteria and yeast (SCOBY) has become wildly popular, largely due to its probiotics that occur naturally through fermentation. There are now dozens, if not hundreds, of brands that offer ready-to-drink (RTD) kombucha and kombucha on tap, and projections predict sales to increase at a CAGR of 25 percent through 2020, according to MarketsandMarkets.

Kefir—Another way consumers can enjoy the benefits of naturally occurring probiotics is through fermented cow’s milk. The global market was valued at US$1.2 billion in 2016 and is forecast to reach $2.5 billion by 2025, according to Coherent Market Insights.

This is an excerpt from the article, “Drink to Gut Health: Beverage Categories Positioned for Growth.” To read the complete article, download INSIDER’s Digestive Health Digital Magazine.

Ilana Orlofsky joined Imbibe to help expand the marketing initiatives of the boutique, Chicago-based beverage development company. Since the onset, she found her passion for following market trends, developing product and flavor concepts and conducting ideation sessions. In addition to presenting at national conferences, she has written about many industry topics including beverage trends in retail and food service, functional food and beverages and ingredient trends.

About the Author(s)

Ilana Orlofsky

Senior marketing manager, Imbibe

Since joining Imbibe more than five years ago, senior marketing manager Ilana Orlofsky has led the charge for numerous marketing initiatives that have helped clarify and amplify the company’s voice and presence in the marketplace. She embodies the organization’s value of building bespoke products as she delivers custom presentations laden with market and consumer insights to inform innovation pipelines for beverage brands of all sizes, and at conferences. With a bachelor’s degree from Washington University in St. Louis, Orlofsky has continued her education through various marketing-specific certificate programs at DePaul, Harvard Business School and Cornell University.

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