TEA IS A DARLING; PERFECT FUNCTIONAL BEVERAGE

Functional beverages are integral to our everyday life. They help remain hydrated, prevent and help address health conditions and contribute to our overall well-being.  They are processed using ingredients such as herbs, vitamins, minerals or additional raw fruit or vegetables to create a balanced and holistic effect. There are actually two kinds of functional beverages: beverages which produce an effect on the body and mind and beverages that are consumed to cure a specific health problem.

Increasing numbers of consumers are consciously turning to healthier beverage alternatives that address a range of themes from beauty to cognitive enhancements. Companies are responding by introducing functional beverages featuring vitamins, minerals, and extracts that cater to an overall wellness experience.

TEA IS THE DARLING

The growth explosion within this segment is clearly defined by premium loose leaf tea and ready-to-drink (RTD) iced teas. Premium loose leaf continues to be on the rise and is positioned extremely favourably as a health beverage. Given the functional composition of whole leaf teas with original ingredients, the enhanced nutrition value serves as a perfect  

The functional beverage market has experienced a double-digit growth. Driven by a newer generation of well-informed consumers, Tea as a FUNCTIONAL BEVERAGE is being widely accepted as SMART TEA.

Black, Green, Oolong, White, Yerba Mate, Rooibus  & Matcha have naturally occurring caffeine and hence represent an opportunity for their positioning as a natural beverage focusing on ones well being.

Positioned as Ready-To- Drink (RTD) beverage, teas with its ‘natural’ platform and its proven health status due to its polyphone content, is a reason for consumers to accept it as a functional beverage. Brewing tea leaves the taste of the final product more wholesome compared to with a drink made using tea extracts.

Choosing the right tea blend is important for enhancing the functionality as the processed tea contains more functional compounds due to less exposure to heat, light and pressure. Most tea extracts are processed under tough conditions to increase extraction yields and processing efficiencies; however, tea extracts can also be produced in gentle processing facilities to minimize loss of function­ality, prevent flavor degradation and provide more tea flavors.

Green Tea Powder - Matcha is a perfect example of a Functional Beverage! Made from whole green tea leaves that are finely ground into powder form, Once the tea leaves are harvested, the stems and veins are removed and the leaves are ground up into a fine powder known as matcha. Matcha`s because of its inherent properties has a lot more brainpower strength than any other the regular functional beverage. 

Listed below are the key benefits of Matcha

·         Antioxidant Rich

·         Aids in Protecting the Liver.

·         Improves Cognitive Performance

·         Aids in Cancer prevention

·         Protect Against Heart Diseases

·         Aids in Weight Reduction

·         Makes one Alert.

·         Keeps the Flu Away.

Functionality will be the key growth for time to come. Consumers are increasingly asking the question, “WHATS IN IT FOR ME?” and companies are listening, focusing their approach towards the functional advantage of highlighting the brands. Consumers are savvier and health conscious than ever before and are willing to spend more on premium products if the perceived health value is more.

Handcrafted Ingredients, Quality and Health Benefits will be the key to support the functional beverage space. Organics will remain an important and growing category but will run alongside functionality and quality.

Besides Matcha; Whole Leaf Tea and Pyramid Tea Bags have become the preferred choice for  Functional Beverages.

By: Amit Anand
Mingle Tea