“Growing Health and Wellness Trends”
- The fortified beverages market is experiencing strong growth as consumers increasingly prioritize health, wellness, and preventive nutrition, seeking drinks enriched with vitamins, minerals, probiotics, and functional ingredients
- For instance, leading brands such as Nestlé, PepsiCo, Danone, and Coca-Cola are expanding their portfolios with vitamin-infused waters, electrolyte sports drinks, and probiotic dairy beverages to cater to the rising demand for functional and health-oriented products
- The popularity of plant-based and clean-label beverages is driving innovation in natural fortification, with brands introducing products that combine botanical extracts, superfoods, and adaptogens for added health benefits
- E-commerce and direct-to-consumer channels are accelerating market reach, enabling brands to offer personalized and subscription-based fortified beverage options tailored to individual health needs
- Regulatory support for fortification in emerging markets, along with public health campaigns to address micronutrient deficiencies, is further boosting the adoption of fortified beverages
- In conclusion, the convergence of health-conscious consumer behavior, product innovation, and digital retail expansion is positioning fortified beverages as a key segment in the global functional drinks market
