Segments Sponsored by
In a January 2009 issue article, The F&F Horizon: 2009 and Beyond, I predicted “the convergence of health care and nutrition with personal care products and cosmetics is the future. Lines will blur as ingestible products that promote beauty from within enter the market. Consumers are searching for functional products that deliver nutritional, pharmaceutical and beauty benefits.” Two years later, health and wellness continue to be popular buzzwords on consumers’ lips. Now there are a plethora of market products that address consumers’ needs for functional products that promote overall health, wellness and beauty from within. Functional beverages and supplements are the most accepted applications for nutraceuticals, while topical treatments are the preferred delivery method for cosmeceuticals.
There has been a multitude of activity in functional beverage introductions that are marketed based on the benefit they plan to provide consumers. In addition to energy drinks, which is a market of its own, there are a variety of themes, including beauty from within, overall health and well-being, and sleep.
In 2005, Scott-Vincent Borba launched Borba Nutraceuticals with products such as Skin Balance Water and Aqua-less Crystalline Drink Mix, which pioneered the commercialization of nutraceutical beverages in the United States. In 2007, Borba joined forces with Anheuser-Busch to distribute and market these nutraceuticals, which were repackaged and relaunched. Jusuru Life Blend launched last year and uses “BioCell Collagen II, a multi-patented joint and skin health nutraceutical that contains a naturally occurring matrix of hyaluronic acid, chondroitin sulfate, and hydrolyzed collagen type II.” In 2010, Noah’s Naturals Anti-Aging Beauty Elixir launched as a mass-market competitor sold at food, drug and mass retailers. It is “a daily powder drink that nourishes the skin from the inside out” with a formula that “boasts a new antiwrinkle ingredient called Collactive (a marine-based ingredient composed of marine collagen and elastin peptides found naturally in the skin), as well antioxidant superstars like acai berry, goji berry and pomegranate.” To address the skin’s outer needs, in 2007, Borba created a Cosmeceuticals line, which uses “fiber-knit technology, [that] literally surrounds skin with nutrient-infused ingredients and cosmeceutical-grade fibers.” The increased interest and demand for inside-and-out beauty has led to this year’s Walgreens-exclusive Inside Out Beauty Solutions collection by Borba. It is a lower-priced version of Borba’s topical and ingestible products made affordable for the mass market.
Based in California, Neuro Drinks are “made with natural ingredients and recyclable packaging, Neuro is formulated by nutritionists to promote health and well-being.” Last year, Neuro Drinks partnered with Pepsi Cola to distribute the brand on the East Coast. Available in eight variants, each is focused on a benefit, such as Gasm “designed to promote better sexual health;” Sun “to provide all the benefits of Vitamin D without the harmful UV rays of the sun;” and Trim “to promote weight loss.” Tahitian Noni Bioactive Beverages feature vitamins, minerals, electrolytes and iridoids (a class of secondary metabolites), its key bioactive. According to the company, “these iridoids have been linked to over two dozen real health benefits.” The KeepWell beverage was released in the first quarter of 2011 and according to Thilde Peterson, executive vice president, “We are dedicated to helping people maintain the highest level of wellness by combining the incredible resources of Mother Nature with today’s scientific innovations.” Ti Tonics, a New Zealand-based company, recently released a line of beverages based on wine and tea extracts that are “a unique collection of functional infusions— technically advanced beverages that incorporate natural plant extracts to provide you with both fiber and polyphenols, nature’s most powerful antioxidants.”