The functional beverage market in the United States has developed beyond being a niche category of drinks meant for better health and well-being. New functional beverages (such as sports drinks, ready-to-drink [RTD] tea and designer water) have added a new dimension to the earlier definition, with an increased emphasis on convenience, novelty, fun, and image, while maintaining their status as a "healthy drink." Of these new categories, some are already established functional varieties undergoing transformation, some are based on discoveries of new ingredients, and some blur the line between categories. This wide variety has grown to appeal to almost all types of consumers who are taste- and ingredient-conscious, as well as sophisticated about their overall food consumption. A few categories of popular beverages include:
- Sports and performance beverages
- Energy drinks
- RTD teas
- Enhanced fruit drinks
- Soy beverages
- Enhanced water
Learn more about these beverage categories in INSIDER’s Beverages Digital Magazine.
Jim Tonkin, president and founder, HealthyBrandBuilders is celebrating his 44th year in the CPG (consumer packaged goods) space, mainly as a beverage expert. Tonkin has served the private sector as a brand and marketing development professional. He directs the building and design of national infrastructures for food and beverage industry clients. Tonkin has successfully created and implemented business and financial strategies for domestic and international players, focusing from production to branding, marketing through sales implementation and distribution, to include exit strategy. He has focused branding initiatives in soft drink, bottled water, functional foods and beverages, and non- carbonated “new age" beverage verticals. His extensive hands-on expertise has stretched across many sectors including domestic cheeses to natural potato chips; bottled waters for people and pets; and nutraceutical-functional-cosmeceutical enhanced beverages.