peanut butter prune smoothie

There’s been a rise in functional beverages and juices with purpose. According to Innova Market Insights 2024 category survey, 48% of buyers in the U.S. and Canada consume functional water more than once a week. But what positioning claims are the most common?

 

The following are the most-seen categories for soft beverages that launched between 2019 and 2023. Three categories below focus on digestive wellness.

 

Top 10 Positioning Categories for Soft Beverages*

 

  1. Energy/Alertness
  2. Immune Health
  3. Probiotic
  4. Digestive/Gut Health
  5. CBD
  6. Weight Management
  7. Prebiotic
  8. Brain Health
  9. Vitamins/Minerals
  10. Skin Health

 

But formulating beverages to fit these categories comes with challenges. Adding caffeine, adaptogens, or vitamins can alter the flavor of the beverage. And a beverage has to taste balanced and refreshing for someone to buy it again.

 

When you take ingredients that taste good and already recognized for functional properties, however, the challenge gets easier.

 

Take prune ingredients, especially fresh plum concentrate and prune juice concentrate, which are natural fits for beverage formulation. Prunes are a dark fruit, and they pair well with many kinds of berries, from blueberries to elderberries. All of these ingredients are known for health benefits, from digestive health to immune health. Prunes are also natural matches with spices, pairing well in craft colas and root beer. And prunes also offer natural sweetness, making it easier to formulate with less sugar.

 

Curious? Try our ingredients for yourself.