The Plant Nursery Area, an exhibition of innovations in the plant nursery industry, will host four workshops on the new frontiers in genetic improvement at the 42nd edition of Macfrut, the international trade fair for the fruit and vegetable supply chain, to be held in Rimini next May.
The ‘Varieties International Project’ (VIP) is a series of focus sessions on genetic improvement and new varieties in modern fruit growing and will include four workshops with top experts in the field of breeding, as well as leading global companies specialising in genetics and variety development. The workshops will take place at Macfrut, the international trade fair for the fruit and vegetable supply chain, from Tuesday 6 to Thursday 8 May, as part of the Plant Nursery Area, the exhibition of innovations in the plant nursery industry.
The first two days of the trade fair will feature a total of four events. Apple and pear tree varieties will be discussed on Tuesday 6 May, with Actinidia in the afternoon. On Wednesday 7 May, the focus will be on new stone fruit and citrus varieties.
‘It is a unique opportunity to learn about the results of the world’s most important fruit and citrus breeding projects,’ explains Stefano Lugli, coordinator of the Plant Nursery Area at Macfrut 2025, ‘and a great opportunity to talk directly to those who are creating and developing these innovations: breeders, publishers, management consortia and plant nurseries.’
Breeding today is all about commitment, creativity, strategic planning and the sharing of roles and expertise across sectors to achieve a common goal, which is to create innovative and fully sustainable products across the industry in order to meet the current needs of producers, markets and consumers.
‘Creating new fruit varieties and turning them into a profitable business,’ adds Lugli, ‘requires combining scientific expertise in genetics and genomics with business skills and market insight, strategic cross-industry partnerships and the development of effective branding and marketing strategies. Only by following this approach, in addition to investing in innovative breeding programmes, conducting in-depth market research, securing intellectual property rights and developing effective branding policies, establishing strong partnerships and pursuing continuous innovation can we develop authentic new fruit varieties that meet consumer needs and stand out in the market.’
As objectives change, new technologies are providing breeders with more precise and effective tools to help them achieve these new goals.
‘Over the past few years,’ concludes Lugli, ‘fruit breeding has largely shifted from focusing on its traditional objectives to focusing on new ones. The development and selection of genetic innovations, including new varieties and rootstocks, is now more sensitive to critical issues such as environmental and cultural sustainability, adaptation to climate change and resistance to major pests. Recent advances in biotechnology, through genetic and molecular approaches, have enabled these priorities to be achieved more quickly and at a lower cost than was possible until recently.’
The VIP – Varieties International Project is organised by Macfrut and sponsored by SOI (Italian Society for Horticultural Science), CIVI Italia (Interprofessional Centre for Nursery Activities) and EUFRIN (European Fruit Research Institutes Network).
According to a recent industry analysis conducted by Future Market Insights, Inc., a leading market research and competitive intelligence provider, global hydration boosters market is projected to grow significantly, with an estimated valuation of USD 8.8 billion in 2024 and a forecasted rise to USD 19.5 billion by 2034, driven by a CAGR of 8.3 % over the period. This growth is fueled by changing consumer preferences, a focus on health-conscious products, and innovative marketing strategies, such as influencer partnerships and social media campaigns.
Key industry trends include the increasing popularity of calorie- and sugar-free hydration solutions, particularly flavoured options like apple, citrus, and watermelon, which enhance both taste and health benefits. The market is also benefiting from the demand for convenient, portable product formats, such as powdered solutions, liquid concentrates, and single-serving packets, which cater to busy consumers and athletes.
“Analyse the projected growth of the global hydration boosters market, focusing on the impact of innovative product development, changing consumer preferences, and the increasing demand for sugar-free and calorie-free options on the market’s CAGR of 8.3 % over the 2024-2034 period.”- says Nandini Roy Choudhury, Client Partner at Future Market Insights.
The sector is evolving with the introduction of multifunctional hydration products that support energy boosts, immune health, and skin wellness, incorporating ingredients like collagen, caffeine, and vitamins. The rising consumer interest in holistic wellness is driving the popularity of these products.
As global temperatures rise and active lifestyles become more common, the need for effective hydration solutions is growing, particularly in regions like the U.S., Germany, and India. In the U.S., for example, the market is expected to reach USD 3.4 billion by 2034, driven by trends in fitness and preventive healthcare. Germany is also seeing increased demand for hydration products, particularly among its elderly population.
Competition outlook
The global business landscape of hydration relief products revolves around the rising consumer appetite, the trend of preventive healthcare, and product innovation. Attractive packaging, the infusion of natural healthy ingredients, and the widespread distribution network attract companies to increase their market share.
These strategies are not only helping the companies to increase their revenue but also increasing their consumer base and brand attraction among consumers. Key companies in the global industry are narrowing down their product strategy by including clean-label solutions in their portfolio to attract health-conscious consumers. These companies emphasise sustainability and infuse unique ingredient formulations into their products.
These marketing strategies and product innovations help the key players to increase their sales across the globe. Increasing investment in research and development and widespread online distribution attract manufacturers and brands to increase their sales in the global industry. Companies are coming up with different solutions for different applications to gain consumer attraction.
For instance
In October 2023 BODYARMOR Sports Nutrition company launched the “Bodyarmor Flash I.V.” in powder and bar form in the rapid rehydration category. According to the company, this product with added minerals and vitamins will help the consumers to stay hydrated.
In April 2024, Evocus company launched the four popular flavours of the products to keep them competitive in the global business landscape.
Leading manufacturers
MOONFREEZE FOODS PRIVATE LIMITED
SEEverse
HydroMate
Liquid I.V.
Espri Life
Venture Pal
Drip Drop Hydration Inc
EVLUTION NUTRITION
Adapted Nutrition
Hydralyte
Equalan Pharma
OFFSPRING BEAUTY CO
Lipoid-Kosmetik
These insights are based on a report on Hydration Boosters Market by Future Market Insights, Inc.
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Following the successful launch of Robinsons Benefit Drops last year, the UK’s number one squash brand1 is releasing a full benefits-led range of wellness-focused premium squash, named Robinsons with Benefits. The range features three flavours in a 750 ml format, with each containing a different functional benefit through added vitamins and no added sugar, while still retaining that great Robinsons taste. The range is rolling out in the grocery channel now, and available to the convenience channel in June. Almost two-thirds of shoppers say they are interested in beverages with a broad range of functional, better-for-you benefits2, and the new range will provide a convenient and tasty solution to meet shoppers’ needs for tastier, healthier drinks at home.
The new Robinsons with Benefits range consists of:
Robinsons Vitality Peach, Mango & Passion Fruit, boosted with vitamins B3 and D which helps to reduce tiredness and fatigue.
Robinsons Immunity Orange & Guava flavoured, boosted with vitamins C & D to support the immune system.
Robinsons Boost Raspberry, Strawberry & Acai, boosted with vitamin B6 to help recharge consumers’ batteries.
Ben Parker, Retail Commercial Director at Britvic said: “At a time when over half of consumers have revealed that they want to see healthier soft drinks in retailers’ ranges3, it’s the perfect time for us to expand the Robinsons range further to tap into this growing demand. The latest addition to our popular portfolio will build on the success of last year’s launch of Robinsons Benefit Drops, and aims to make it even easier for young people to enjoy benefit-led squash wherever they may be, at home or on the go.
“This launch follows our recent rebrand of the entire Robinsons range, and aims to offer consumers another premium squash for different occasions, sitting alongside our premium Fruit Creations range. The expansion also aims to help consumers make tastier, healthier choices in line with our long-term Healthier People strategy.
Functional benefits are important to almost three quarters of consumers4, and 68 % of shoppers prefer to get their vitamins from their diet, rather than health supplements5. The rollout of Robinsons with Benefits aims to meet this demand, as well as ensuring that customers have a healthier squash option that still tastes great.
The full Robinsons with Benefits range is available in the grocery channel now, and will be rolling out across the convenience channel from June, and will be supported by in-store and online activations throughout the summer, as well as form part of Robinsons’ Get Thirsty marketing campaign.
1NielsenIQ RMS, Total Squash, Britvic Defined, Total Coverage, Robinsons, Value Sales, 52w.e 25.3.22 2The Hartman Group Functional Food & Beverage Supplement 2022. 3Mintel Carbonated Soft Drinks 2022 4FMCG Gurus: The Rising Cost of Living 2022 5Kantar Profiles/Mintel, Vitamins & Supplements August 2022
