Health and wellness series – Functional foods and beverages in the United States

Note: This report includes forecasting data that is based on baseline historical data.

Executive summary

In 2020, fortified/functional (FF) foods and beverages represented the highest sales value within the health and wellness (H&W) foods and beverage sector at US$67.9 billion. Fortified/functional category has increased at a compound annual growth rate (CAGR) of 3.2% between 2016 and 2020. This category is expected to continue to grow at a CAGR of 3.5% (2021-2025) due to enduring consumer interest in added benefits and different energy solutions (Euromonitor International, 2021).

Fortified/functional packaged food products reached US$34.2 billion in 2020 from US$32.3 billion in 2016. As American consumers look for immunity-boosting fortified/functional packaged food products to keep themselves safe and healthy during the COVID-19 pandemic, immunity is expected to be a key area of interest for consumers over the 2021-2025 forecast period (Euromonitor International, 2021).

Fortified/functional beverages experienced a more significant growth than fortified/functional packaged food products in market size from 2016 to 2020, with a 5.0% CAGR. Reduced sugar sports drinks was the fastest-growing subcategory during the period reaching US$1.4 billion in 2020. FF hot drinks is expected to see higher growth than functional soft drinks in the forecast period from 2021 to 2025.

In 2020, leading companies in the fortified/functional packaged food category were fairly distributed and included the Kellogg Co at an 8.3% retail share value, Chobani LLC (5.6%), and the Dean Foods Co (5.0%). Top leaders within the fortified/functional drink category included PepsiCo Inc 27.8%), followed by Monster Beverage Corp (19.0%), and Red Bull GmbH (15.6%) as reported in 2020.

Market overview

Health and wellness (H&W) is the aggregation of organic food and beverages, fortified/functional (FF) food and beverages, naturally healthy (NH) food and beverages, better for you (BFY) food and beverages and food intolerance products. Within the health and welllness sector, fortified/functional food and beverages focus on products to which health ingredients or/and nutrients have been added as well as brands that are positioned to deliver a certain functionality (Euromonitor International, 2021).

Overall, the health and welllness food and beverage sector in the United States reached a retail sales value of US$191.7 billion in 2020, which has increased at a compound annual growth rate (CAGR) of 3.5% between 2016 and 2020 and are expected to continue to grow at a CAGR of 3.3% (2021-2025). In 2020, a total of 64.7% of the market were from within the health and welllness packaged food category (US$124.1 billion), with fortified/functional packaged food products representing the highest sales value at US$34.2 billion. health and welllness packaged beverage products represented the remaining 35.3% market in retail share value, reaching sales of US$67.6 billion, thriving the most from within the fortified/functional, naturally healthy and better for you related drink categories.

This report will focus on health and welllness - fortified/functional packaged food and beverage products. In 2020, fortified/functional foods and beverages represented the highest sales value within the health and welllness foods and beverage sector at US$67.9 billion. fortified/functional category has increased at a CAGR of 3.2% between 2016 and 2020. This category is expected to continue to grow at a CAGR of 3.5% (2021-2025) due to enduring consumer interest in added benefits and different energy solutions (Euromonitor International, 2021).

Retail sales in the United States of health and wellness foods and beverages, historical and forecast US$ billion
Category 2016 2020 CAGR* %2016-2020 2021 2025 CAGR* % 2021-2025
Health and wellness 167.0 191.7 3.5 191.9 218.1 3.3
Fortified/functional (FF) 60.0 67.9 3.2 68.9 79.1 3.5
Naturally healthy (NH) 40.2 45.9 3.4 46.2 51.9 3.0
Better for you (BFY) 40.9 40.9 0.0 40.3 41.6 0.8
Organic 16.4 22.7 8.5 22.5 27.1 4.8
Free from 9.5 14.3 10.7 14.0 18.3 6.9

Source: Euromonitor International, 2021

*CAGR: compound annual growth rate

Retail sales in the United States of health and wellness packaged food products, historical and forecast US$ billion
Category 2016 2020 CAGR* % 2016-2020 2021 2025 CAGR* % 2021-2025
Health and wellness packaged food 107.6 124.1 3.6 120.5 133.2 2.5
Fortified/functional packaged food 32.3 34.2 1.5 32.8 34.1 1.0
Better for you packaged food 29.2 28.9 −0.3 28.0 28.0 0.1
Naturally healthy packaged food 21.6 25.6 4.3 25.0 27.7 2.7
Organic packaged food 15.0 21.1 8.9 20.8 25.0 4.8
Free from packaged food 9.5 14.3 10.7 14.0 18.3 6.9

Source: Euromonitor International, 2021

*CAGR: compound annual growth rate

Retail sales in the United States of health and wellness beverage products, historical and forecast US$ billion
Category 2016 2020 CAGR* % 2016-2020 2021 2025 CAGR* % 2021-2025
Fortified/functional beverages 59.4 67.6 3.3 71.4 84.9 4.4
Fortified/functional beverages 27.7 33.7 5.0 36.1 45.1 5.7
Naturally healthy beverages 18.6 20.3 2.2 21.2 24.2 3.3
Better for you beverages 11.7 12.0 0.7 12.4 13.6 2.4
Organic beverages 1.4 1.6 3.4 1.7 2.1 5.4

Source: Euromonitor International, 2021

*CAGR: compound annual growth rate

Retail sales

Fortified/functional packaged food products reached US$34.2 billion in 2020 from US$32.3 billion in 2016. As American consumers look for immunity-boosting fortified/functional packaged food products to keep themselves safe and healthy during the COVID-19 pandemic, immunity is expected to be a key area of interest for consumers over the 2021-2025 forecast period (Euromonitor International, 2021).

Fortified/functional dairy was the largest category within fortified/functional foods and beverages in 2020, representing almost 48.8% total market share. And the fortified/functional sweet biscuits subcategory had the fastest growth at a CAGR of 31.2% (2016-2020). Combining indulgence with health, fortified/functional sweet biscuits with protein fortification help consumers to feel there is a benefit to the indulgent foods they are eating. This will contribute to the strong performance projected for the subcategory in the next five years (Euromonitor International, 2021).

Fortified/functional food in the United States: historical and forecast retail sales in US$ million
Category 2016 2020 CAGR* % 2016-2020 2021 2025 CAGR* % 2016-2020
Total packaged food 32,291.0 34,247.9 1.5 32,805.1 34,088.5 1.0
Baby food 2,815.2 3,014.8 1.7 2,792.2 2,708.7 −0.8
Milk formula 2,815.2 3,014.8 1.7 2,792.2 2,708.7 −0.8
Breakfast cereals 6,471.9 7,179.9 2.6 6,480.5 6,890.8 1.5
Bread 742.3 852.9 3.5 862.8 910.4 1.4
Confectionery 1,026.6 1,224.7 4.5 1,254.1 1,372.8 2.3
Dairy 17,324.4 16,732.3 −0.9 15,300.8 14,040.3 −2.1
Butter and spreads 1,588.2 1,525.8 −1.0 1,422.5 1,347.6 −1.3
Cheese 282.7 385.9 8.1 365.1 443.6 5.0
Flavoured milk drinks 1,489.4 1,686.7 3.2 1,543.0 1,471.1 −1.2
Fromage frais and quark 713.1 759.7 1.6 739.1 828.2 2.9
Milk 10,223.8 9,214.6 −2.6 8,435.6 7,287.6 −3.6
Yoghurt 3,027.2 3,159.7 1.1 2,795.4 2,662.1 −1.2
Pasta 126.5 153.3 4.9 130.6 124.7 −1.1
Sweet biscuits, snack bars and fruit snacks 3,745.9 5,039.0 7.7 5,935.2 7,986.0 7.7
Sweet biscuits 267.1 791.3 31.2 940.4 1,902.2 19.3
Snack bars 3,478.8 4,247.7 5.1 4,994.8 6,083.8 5.1
Vegetable and seed oil 38.3 51.0 7.4 48.9 54.8 2.9

Source: Euromonitor International, 2021

*CAGR: compound annual growth rate

Fortified/functional beverages experienced a more significant growth than fortified/functional packaged food products in market size from 2016 to 2020, with a 5.0% CAGR. Reduced sugar sports drinks was the fastest-growing subcategory during the period reaching US$1.4 billion in 2020. fortified/functional hot drinks is expected to see higher growth than functional soft drinks in the forecast period from 2021 to 2025.

Functional and medicinal teas, created with relaxation or immune support benefits, attracted concerned consumers amidst the pandemic and reached US$695.7 million in 2020. This category will continue to grow as health and wellness trends expand in the post-pandemic world (Euromonitor International, 2021).

Fortified/functional beverages in the United States: historical and forecast retail sales in US$ million
Category 2016 2020 CAGR* % 2016-2020 2021 2025 CAGR* % 2016-2020
Total fortified/functional beverages 27,690.6 33,696.6 5.0 36,071.4 45,060.8 5.7
Hot Drinks 556.4 744.1 7.5 794.7 1,024.5 6.6
Tea 504.3 695.7 8.4 746.5 976.3 6.9
Chocolate-based flavoured powder drinks 52.0 48.4 −1.8 48.1 48.2 0.1
Soft drinks 27,134.3 32,952.5 5.0 35,276.8 44,036.3 5.7
Bottled Water 2,395.6 3,406.9 9.2 3,625.4 4,386.1 4.9
Carbonates 867.8 1,382.3 12.3 1,510.6 1,917.6 6.1
Concentrates 258.4 312.7 4.9 334.6 451.8 7.8
Energy Drinks 11,483.0 14,150.4 5.4 15,332.6 20,733.9 7.8
Fruit/vegetable Juice 3,036.5 3,032.7 0.0 3,151.6 3,532.0 2.9
RTD coffee 1,212.3 1,281.1 1.4 1,354.8 1,706.8 5.9
RTD tea 81.6 87.7 1.8 90.8 103.3 3.3
Sports drinks 7,799.0 9,298.6 4.5 9,876.6 11,204.8 3.2
Regular sports drinks 7,046.9 7,897.3 2.9 8,387.9 9,520.2 3.2
Reduced sugar sports drinks 752.1 1,401.3 16.8 1,488.8 1,684.6 3.1

Source: Euromonitor International, 2021

*CAGR: compound annual growth rate

Top company retail shares

In 2020, leading companies in the fortified/functional packaged food category were fairly distributed and included the Kellogg Co at an 8.3% retail share value, Chobani LLC (5.6%), and the Dean Foods Co (5.0%). Top leaders within the fortified/functional drink category included PepsiCo Inc 27.8%), followed by Monster Beverage Corp (19.0%), and Red Bull GmbH (15.6%) as reported in 2020.

Top 10 company shares for functional/fortified packaged food in the United States, retail value, US$ millions (historical)
Company Name 2016 2017 2018 2019 2020 CAGR* % 2016-2020 Market share (%) in 2020
Kellogg Co 2,269.8 2,375.6 2,482.9 2,472.0 2,839.1 5.8 8.3
Chobani LLC 1,840.0 1,911.1 1,732.0 1,726.1 1,916.0 1.0 5.6
Dean Foods Co 1,967.9 1,878.7 1,750.7 1,651.8 1,704.6 −3.5 5.0
Post Holdings Inc 1,584.2 1,513.3 1,450.2 1,313.4 1,588.7 0.1 4.6
Abbott Laboratories Inc 1,491.6 1,494.2 1,492.7 1,487.3 1,575.2 1.4 4.6
General Mills Inc 1,697.6 1,554.7 1,466.0 1,430.0 1,572.1 −1.9 4.6
Clif Bar & Co 990.8 1,078.6 1,110.2 1,131.1 1,099.8 2.6 3.2
Reckitt Benckiser Group Plc (RB) 798.7 826.2 841.6 867.9 N/C 2.5
PepsiCo Inc 530.0 543.5 543.2 535.0 731.4 8.4 2.1
Nestlé SA 664.3 646.1 611.9 591.5 629.8 −1.3 1.8

Source: Euromonitor International, 2021

*CAGR: compound annual growth rate

N/C: not calculable

Top 10 company shares for functional/fortified beverages in the United States, retail value, US$ millions (historical)
Company Name 2015 2016 2017 2018 2019 2020 CAGR* % 2016-2020 Market share (%) in 2020
PepsiCo Inc 6,838.4 7,027.6 6,945.4 7,291.9 7,960.1 9,373.9 7.5 27.8
Monster Beverage Corp 5,224.0 5,445.6 5,763.3 6,305.6 6,528.0 6,388.4 4.1 19.0
Red Bull GmbH 4,659.5 4,756.9 4,812.3 5,034.3 5,271.2 5,258.6 2.5 15.6
Coca-Cola Co, The 3,526.3 3,619.3 3,427.8 3,479.5 3,481.1 3,551.8 −0.5 10.5
Vital Pharmaceuticals Inc (VPX) 45.2 365.3 1,298.7 1,186.3 N/C 3.5
Talking Rain Beverage Co 635.5 645.0 719.3 782.4 910.5 1,075.8 13.6 3.2
BA Sports Nutrition LLC 40.6 132.8 199.5 423.0 696.0 867.1 59.9 2.6
Starbucks Corp 659.2 737.0 760.8 713.6 642.0 603.9 −4.9 1.8
Essentia Water LLC 63.5 121.7 193.1 289.9 355.3 53.8 1.1
National Grape Co-operative Association Inc 280.6 270.7 249.4 231.3 218.5 209.6 −6.2 0.6

Source: Euromonitor International, 2021

*CAGR: compound annual growth rate

N/C: not calculable

New product launch analysis

According to Mintel's Global New Products Database (GNPD), there were 8,249 launches of functional food and beverage products in the United States between January 2016 and December 2020.

Functional food and beverage products launches in the United States, historical by product item count (January 2016 to January 2020)
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2016 2017 2018 2019 2020
Food 1,122 973 951 1,037 889
Drinks 771 678 710 627 491

Source: Mintel, 2021

In 2020, the top five functional packaged food products manufacturers were located in the United States, Canada, Mexico, China and Thailand. The top five brands were Chobani, Wegmans Organic, Dannon Activia, Forager Project and Kroger. The top ingredient claims were natural, organic, fat free, wholegrain and coconut derived.

Product launches of functional packaged food products in the United States, 2016 to 2020
Product attributes Yearly launch count
2016 2017 2018 2019 2020
Top five price groups in U.S. dollars
US$0.38 to US$10.37 1,004 858 833 925 679
US$10.38 to US$20.37 80 61 72 85 178
US$20.38 to US$30.37 31 34 24 17 29
US$30.38 to US$40.37 1 11 13 4 3
US$40.38 to US$55.00 1 0 3 2 0
Top five locations of manufacture
United States 315 155 154 156 178
Canada 59 65 57 72 52
Mexico 10 12 16 22 11
China 2 12 11 5 9
Thailand 2 4 10 5 5
Top five brands
Chobani 7 8 4 34 9
Wegmans Organic 13 9 3 6 13
Dannon Activia 3 19 12 2 2
Forager Project 5 8 8 10 6
Kroger 3 2 25 3 3
Top five launch types
New packaging 358 334 338 349 247
New variety/range extension 322 258 278 290 277
New product 336 273 218 266 290
Relaunch 100 100 110 130 73
New formulation 6 8 7 2 2
Top five categories
Snacks 399 285 257 318 272
Dairy 168 185 151 240 144
Breakfast cereals 151 111 111 99 152
Bakery 71 84 62 90 56
Baby food 36 30 104 29 38
Top ingredient claims
Natural 506 466 436 504 345
Organic 402 334 300 348 364
Fat free 165 139 180 154 73
Wholegrain 160 145 128 123 139
Coconut derived 133 101 121 143 121
Source: Mintel, 2021

In 2020, the top five functional beverages manufacturers were located in the United States, Thailand, Canada, Turkey and Brazil. The top five brands were Sparkling Ice, Evolution Fresh, Bai Bubbles, Suja Organic and GoodBelly Probiotics. The top ingredient claims were natural, organic, artificial, green and coconut derived.

Product launches of functional beverages in the United States, 2016 to 2020
Product attributes Yearly launch count
2016 2017 2018 2019 2020
Top three price groups in U.S. dollars
US$0.50 to US$62.49 753 659 700 615 489
US$62.50 to US$124.49 6 4 9 6 0
US$124.50 to US$189.00 0 0 0 0 0
Top five locations of manufacture
United States 207 174 116 133 87
Thailand 15 17 14 9 6
Canada 26 11 6 11 2
Turkey 3 5 4 7 0
Brazil 5 3 1 2 2
Top five brands
Sparkling Ice 3 1 1 13 3
Evolution Fresh 1 0 14 4 1
Bai Bubbles 7 2 7 3 0
Suja Organic 0 4 7 1 4
GoodBelly Probiotics 8 3 5 0 0
Top five launch types
New product 348 284 250 273 190
New variety/range extension 194 184 181 168 141
New packaging 153 135 183 141 110
Relaunch 62 62 88 39 49
New formulation 14 13 8 6 1
Top five categories
Nutritional drinks and other beverages 289 291 283 245 150
Juice drinks 156 120 116 100 66
Sports and energy drinks 121 97 98 86 102
Hot beverages 74 69 102 96 86
Ready-to-drinks 75 66 51 39 28
Top ingredient claims
Natural 507 374 436 378 307
Organic 276 287 255 261 191
Artificial 173 146 153 87 72
Green 107 101 106 111 87
Coconut derived 79 72 69 63 70
Source: Mintel, 2021

Examples of new product launches

Antioxidant+ Smart Mix Snack

Source: Mintel, 2021
Company Kar Nut Products
Brand Second Nature
Category Snacks
Store name Meijer
Store type Supermarket
Date published June 2021
Launch type New variety / range extension
Price in local currency $5.49

Second Nature Antioxidant+ Smart Mix Snack is now available. The naturally mindful, nutrient-rich snack is claimed to help fuel the day the right way with antioxidant vitamin E and plant-based protein, and features roasted almonds, roasted pepitas, roasted cashews, dried lemon-infused blueberries and dried cranberries. It contains no artificial colors, flavors, or preservatives, and is free from gluten. It is low in sodium, a good source of antioxidant vitamin E and contains 5 grams protein. This kosher certified product retails in a 10-ounce resealable pack, bearing the Facebook, Twitter and Instagram logos. The manufacturer has partnered with One Tree Planted and a portion of sales goes toward planting trees in their communities.

Consumer Sentiment: 46% of consumers in our panel responded that they likely or definitely would buy this product, outperforming its subcategory.

Whipped Triple Chocolate Meal Replacement Bars

Source: Mintel, 2021
Company SlimFast
Brand SlimFast Keto Fat Bomb
Category Snacks
Store name Walmart
Store type Mass merchandise / hypermarket
Date published May 2021
Launch type Relaunch
Price in local currency $9.97

SlimFast Keto Fat Bomb Whipped Triple Chocolate Meal Replacement Bars have been relaunched with a new brand, previously known as SlimFast Keto. The naturally flavored bars are said to provide 24 vitamins and minerals, including vitamins A, C, D, E and zinc, whey protein, and coconut oil MCTs. The kosher-certified and convenient product is low in carbs, free from gluten, artificial sweeteners, artificial flavors and colors, and said to make keto easy with tools and support for success, satisfy hunger between meals, and be clinically proven to help lose weight and keep it off. This premium product is described as perfect choice for making optimal low-carb, ketogenic nutrition as easy as 1-2-3, as well as triple chocolate decadence, can be enjoyed on-the-go, and retails in a 7.4-ounce pack containing five 1.48-ounce bars, and bearing the Facebook, Instagram, Pinterest and YouTube logos.

Consumer Sentiment: 25% of consumers in our panel responded that they likely or definitely would buy this product, significantly underperforming its subcategory.

Probiotic Oatmeal, Lentil, Carrots & Apples Cereal

Source: Mintel, 2021
Company Gerber Products
Brand Gerber Power Blend
Category Baby food
Store name Walmart
Store type Mass merchandise / hypermarket
Date published April 2021
Launch type New product
Price in local currency $3.68

Gerber Power Blend Probiotic Oatmeal, Lentil, Carrots & Apples Cereal is now available. The kosher certified product is said to nourish the baby's brain and body and to help expand the baby's taste buds for a diversified microbiome. It is made with a combination of whole grain gluten free oats, legumes, veggies and fruit to encourage baby's love of nutritious food and each serving provides 10 grams whole grains, 2 grams plant protein, 1⁄3 serving of veggies, and probiotics B. Lactis to support digestive health and a balanced microbiome. This microwaveable and non-GMO product is claimed to support the immune system by providing vitamin C, E, zinc and probiotics, and support brain and learning ability as it is fortified with iron and just two servings will meet baby's daily iron needs. It is suitable for babies from eight months of age, is completely cooked and ready to serve, just requiring the addition of liquid, and retails in a BPA-free 8-ounce recyclable pack bearing a QR code and Terracycle logo. The manufacturer claims to be the number one pediatricians recommended brand for infant cereals.

Consumer Sentiment: 65% of consumers in our panel responded that they likely or definitely would buy this product, significantly outperforming its subcategory.

Stage 4 Immune + Digestive Support Blend

Source: Mintel, 2021
Company Nurture
Brand Organics Happy Tot Super Bellies
Category Baby food
Store name Target.com
Store type Internet / mail order
Date published September 2020
Launch type New product
Price in local currency $1.88

Organics Happy Tot Super Bellies Stage 4 Immune + Digestive Support Blend comprises organic bananas, spinach and blueberries. The kosher- and USDA Organic-certified product provides 2 grams of prebiotic fiber, which helps support digestive health; and 35 milligrams of beta-glucan, which helps support a tot's immune system. It is free from GMOs, is made from ¾ banana, ½ cup spinach, and eight blueberries, and retails in a 4-ounce pack free from BPA, BPS and phthalates, and featuring the B Corporation Certified logo.

Consumer Sentiment: 57% of consumers in our panel responded that they likely or definitely would buy this product, the same as its subcategory.

Meat Lovers Cauliflower Pizza Bowl

Source: Mintel, 2021
Company Nestlé
Brand Stouffer's Fit Kitchen
Category Meals and meal centers
Store name Sam's Club
Store type Club Store
Date published March 2020
Product source Shopper
Launch type New variety / range extension
Price in local currency $8.39

Stouffer's Fit Kitchen Meat Lovers Cauliflower Pizza Bowl is now available. This low carb bowl comprises pepperoni made with pork, chicken and beef and Italian sausage with cauliflower and parmesan cheese in a seasoned tomato sauce. It is said to be deliciously satisfying, easy and high protein with tasty fats and vegetables to leave one feeling full and satisfied. The product provides 0% calories, 11 grams of net carbs, 17 grams of protein and 70% of fat, and has been inspected and passed by the US Department of Agriculture. It contains no artificial flavors or colors, can be microwaved, and retails in a 44-ounce pack containing four 11-ounce units and bearing cooking instructions and a Smartlabel QR code.

Consumer Sentiment: 46% of consumers in our panel responded that they likely or definitely would buy this product, outperforming its subcategory.

Strawberry Blood Orange Juice Blend

Source: Mintel, 2021
Company Campbell Soup
Brand V8
Category Juice drinks
Sub-category Nectars
Market United States
Store name Jewel-Osco
Store type Supermarket
Date published June 2021
Product source Shopper
Launch type New variety / range extension
Price in local currency $3.99

V8 Strawberry Blood Orange Juice Blend is now available. The product comprises a delicious blend of 75% juice from six juices from concentrate with filtered water and other natural flavors, including apples, carrots, beets, strawberry, grapes, and sweet potatoes, and with antioxidant vitamins A and C. It contains one and a half combined servings of veggies and fruit, and is free from added sugar, artificial sweeteners, GMOs and gluten. This product has 30% less sugar than leading 100% juices and retails in a 46-fluid ounce pack.

Consumer Sentiment: 52% of consumers in our panel responded that they likely or definitely would buy this product, significantly outperforming its subcategory.

Flavored Nutritional Drink

Source: Mintel, 2021
Company Nestlé HealthCare Nutrition
Brand Kellogg's Krave
Category Nutritional drinks and other beverages
Store name Walmart
Store type Mass merchandise / hypermarket
Date published March 2021
Launch type New product
Price in local currency $6.74

Kellogg's Krave Flavored Nutritional Drink is said to be a creamy on the go drink bursting with chocolate flavor enthusiast, made with Carnation Breakfast Essentials and natural flavor with other natural flavors. The drink provides as much calcium as a 6-ounce cup of yogurt, 2x vitamin D as an 8-fluid ounce glass of milk to help build strong bones, 21 vitamins and minerals, and 10 grams excellent source of protein to help build muscles. The kosher certified naturally flavored product is free from gluten, artificial flavors, colors and sweeteners, and retails in a 1.5-quart pack containing six 8-fluid ounce bottles and a QR code.

Consumer Sentiment: 42% of consumers in our panel responded that they likely or definitely would buy this product, significantly outperforming its subcategory.

Focus Mango & Pineapple Flavoured Ginseng Herbal Tea

Source: Mintel, 2021
Company Twinings
Brand Twinings
Category Hot beverages
Store name Jewel-Osco
Store type Supermarket
Date published February 2021
Launch type New variety / range extension
Price in local currency $5.99

Twinings Focus Mango & Pineapple Flavoured Ginseng Herbal Tea is said to support mental focus and combines earthy ginseng root with the tropical flavors of sweet mango and tart pineapple. This kosher certified product is described as the perfect pick-up and contains: ginseng root, with its gentle, earthy flavour and spicy undertones, has been used for centuries in traditional Chinese practices for its ability to support mental well-being; mango is one of the world's most consumed fruits and its flavor brings a lovely sweetness; and pineapple adds the tropical taste and brings a mouthwatering sweet and tart note. It is free from caffeine and retails in a 0.95-ounce pack containing 18 individually wrapped teabags and featuring preparation instructions.

Consumer Sentiment: 38% of consumers in our panel responded that they likely or definitely would buy this product, outperforming its subcategory.

Apple Raspberry Juice Based Sports Drink

Source: Mintel, 2021
Company Gatorade
Brand Gatorade Juiced
Category Sports and energy drinks
Store name Meijer
Store type Supermarket
Date published May 2020
Launch type New product
Price in local currency $4.79

Gatorade Juiced Apple Raspberry Juice Based Sports Drink is a flavored juice blend with apple and raspberry juices with other natural flavors. The product contains 25% juice from concentrate, no added sugar or artificial sweeteners and is said to offer hydration with electrolytes. It is kosher certified, and retails in a 72-fluid ounce pack containing six 12-fluid ounce bottles.

Consumer Sentiment: 55% of consumers in our panel responded that they likely or definitely would buy this product, significantly outperforming its subcategory.

Fruity Cereal Protein Powder

Source: Mintel, 2021
Company Abbott Nutrition
Brand ZonePerfect Carb Wise
Category Nutritional drinks and other beverages
Store name Meijer
Store type Supermarket
Date published December 2019
Launch type New product
Price in local currency $16.99

ZonePerfect Carb Wise Fruity Cereal Protein Powder is now available. It contains 3 grams net carbs, 3 grams sugars, 160 calories, 30 grams protein and 2.5 grams fat per serving, and claims that studies have shown that reduced-calorie, high-protein, reduced-carb diets can lead to improvements in body composition. It contains 21 vitamins and minerals and is free from added sugar, gluten and soy. It contains protein for muscle tone and strength, and B vitamins to support energy metabolism. This convenient drink can also be used for weigh reduction when used as directed, and is described as a satisfying protein that keeps the consumer fuller for longer. This kosher and halal certified product is flavored with natural and artificial flavors, and retails in a 22.4-ounce pack featuring preparation instructions.

Consumer Sentiment: 25% of consumers in our panel responded that they likely or definitely would buy this product, outperforming its subcategory.

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Resources

  • Euromonitor International, 2021
  • Euromonitor International, 2021. Fortified/Functional Beverages in the U.S
  • Euromonitor International, 2021. Fortified/Functional Packaged Food in the U.S
  • Mintel Global New Products Database. 2021

Health and wellness series – Functional foods and beverages in the United States
Global Analysis Report

Prepared by: Zhiduo Wang, Market Analyst

© Her Majesty the Queen in Right of Canada, represented by the Minister of Agriculture and Agri-Food (2021).

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