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... ingredients supplier beneo has conducted research into the functional beverage market in spain which pointed to particularly strong consumer demand for products giving energy that can be scientifically substantiated ... company market research manager christian niederauer said: “although the focus groups were held at a variety of times and with different target groups, the feedback was unanimous - mental alertness as well as prolonged and balanced energy were the benefits most required from spanish consumers’ functional drinks ... spanish functional drinks market euromonitor research suggested that although functional drinks in spain had been hit by the recession, the category had increased by 5 per cent in total volume terms, reaching 322m litres in 2009 ... sports drinks, it found, was the most dynamic category and low calorie products targeting females were also on the up ... cía servicios de bebidas refrescantes was seen to be the leader in functional drinks in 2009 in volume and value terms ... the market was expected to increase by a cagr of 3% in total constant value terms in the forecast period, reaching sales of €1bn in 2014 ... 2 per cent increase in retail value sales of functional beverages from 2003-08 in spain and found sales of healthy soft drinks had risen by 50 ... it found functional beverage health claims ranged from cardiovascular to digestive and immune system boosts ... the healthy soft drinks market in spain was expected to grow by a further 36

... new superfruits, “free range” products and gluten-free food are among the packaged goods trends to watch out for in 2010, according to market research firm datamonitor ... the bottled water market, subject to intense public scrutiny over its environmental impact, has been ground zero for this trend but datamonitor expects it to branch out to more and more categories in 2010 ... look for this trend to accelerate in 2010 and move beyond the bottled water market to other categories ... more muscular functional drinks quietly, the protein-enhanced exercise recovery drink brand muscle milk from cytosport has crafted a following that suggests significant crossover potential for so-called “muscle” beverages that have long been aimed at weightlifters and power athletes ... muscle milk and similar healthy and active lifestyle beverages could be the next hot niche within the functional drinks market ... ingredients: the fewer, the better with “natural”‘ and “organic” product claims displaying the same growth patterns as peak oil, the conundrum for packaged food and drinks companies around the world boils down to this: how do we say “better for you” and not just sing the same old songs? the newest technique is to take a machete to product ingredient lists ... look for other packaged food and drinks makers to dance the limbo with product ingredient lists in 2010 and beyond ... energy shots almost singlehandedly, shots have elevated the energy drink market to new heights ... the latest “shot” trend is the polar opposite of energy drinks - new relaxation “shots” that offer a non-alcoholic way to reduce stress

... global sales of functional drinks continue to rise but the recession has dampened progress, according to a new zenith report ... market researchers zenith international said functional drink sales rose 3 per cent in 2008 to 26 ... fitting normally into the premium price category, functional drinks have come under recessionary pressure ... global variation zenith market development director gary roethenbaugh said the decline in north america was due to the impact of the worsening economic climate in 2008 and the relatively well developed nature of the us market ... having become established in north america and europe, functional drinks sales are now growing fastest in emerging markets ... moving forward, the research firm expects the middle east to drive growth in energy drinks and asia pacific and latin america to eat into north american dominance of the sports drinks market ... “look good and feel good” roethenbaugh said health and wellness will remain the main driver in the functional drinks market in 2010 ... by 2013, zenith estimates that the global market will reach 35bn litres, which is equivalent to 6