Beverage consumption is evolving as younger consumers are redefining how they drink by seeking flavourful, feel-good beverages that fit their social and wellness goals. With social habits shifting towards experience-driven moments, premixed and single-serve beverages are emerging as the perfect companion (1). This opens up opportunities for beverages designed to support mood uplift, socialising, energy and relaxation.
Simultaneously, rising health consciousness and regulatory pressures around sugar are reshaping consumption habits. A recent survey by Innova Market Insights indicated that nearly 60% of consumers are proactive about their health, and this means moderating their alcohol and sugar intake (2). In markets across Asia, initiatives such as sugar taxes and labelling requirements are encouraging brands to reformulate and innovate around reduced-sugar and better-for-you offerings. Consumers, especially Generation Z, are opting for beverages that offer reduced sugar and calorie content, along with added functional benefits, like prebiotics and vitamins.
The growing focus on wellness is also becoming gender-specific, with 1 in 5 consumers in Asia having purchased gender-specific nutrition products as targeted nutrition. Both men and women increasingly seek tailored solutions that align with their nutritional needs, whether it’s energy for active lifestyle or beauty-from-within support.
IMCD’s instant mocktails concepts
At IMCD, we believe indulgence should go hand in hand with wellness. Our Instant Mocktails are fortified with a unique blend of functional ingredients to meet consumer’s evolving needs.
The science behind the sip
- Vitamins A, C and Collagen Enrichment: Vitamin A and C supports skin health and immunity while collagen contributes to skin elasticity. Together, they create a functional foundation that resonates strongly with female consumers focused on appearance and wellbeing.
- B vitamins: Vitamins B1, B2, B3, B5, B6, B7, B9 and B12 provides an energy boost by acting as a cofactor in various essential metabolic pathways that help convert nutrients into fuel.
- Clear Whey Protein: Unlike traditional whey, clear whey protein provides a light, refreshing taste and appearance, without cloudiness or sedimentation. It supports muscle recovery and satiety, making the mocktail not only indulgent, but also functional for active lifestyles.
- Soluble Fibre: Added fibre improves digestive health and contributes to satiety.
- Carboxymethyl Cellulose (CMC): Beyond nutrition, texture and stability also play a crucial role in consumer acceptance. CMC is a hydrocolloid that enhances mouthfeel, prevents sedimentation of active ingredients and stabilises whey protein under acidic conditions. This ensures the mocktail remains smooth, and visually appealing.
- Stevia: A zero-calorie, natural sweetener that enables sugar reduction and calorie control while maintaining sweetness and sensory appeal.
Instant Beauty Mocktail
A mixed berry flavoured instant mocktail fortified with collagen, vitamins A and C, and fibre, formulated for female consumers looking for beauty-from-within support.
Instant Energy Mocktail
A tropical fruit blend packed with B vitamins and clear whey protein, offering a refreshing way to recharge during social or active occasions.
Crafting the Future of Functional Beverages
By combining consumer-driven wellness trends with science-backed ingredient functionality, our instant mocktails deliver a convenient, indulgent and nutritious beverage to consumers while also ensuring that manufacturers can deliver products that are stable, appealing and market-ready.
References:
- Innova Market Insights: Reinventing Alcohol: Global Trends for a New Generation
- Innova Market Insights: Consumers’ Attitude to Functional Health in Asia Pacific