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Consumers are turning to tea, coffee and energy drinks as they reduce their alcohol intake, Prinova research has shown. The report also suggests that even more drinkers – younger ones in particular – would cut back if a wider range of healthy non-alcoholic beverages were available.

To explore current trends in the beverage space, Prinova, the leading provider of bespoke premixes and blends, surveyed 1277 physically active European consumers.* More than four in ten (42.5 %) said they had reduced their alcohol intake over the past three years, compared to just 15 % who reported drinking more. Consumers aged 25-34 were the most likely to say they were consuming less alcohol.

Among those who had cut down on alcohol, most were turning to healthier beverage options including coffee, tea, still water and juices/smoothies, with preferences varying by age, gender, and location. Consumers over the age of 65 were five times more likely than average to have increased their consumption of dairy beverages, while alcohol-free beer was significantly more popular with older age groups than Gen Z.

Over a third (35 %) of men who had cut down on alcohol were drinking more energy drinks as a result. Energy also emerged as the top wellness benefit sought in healthy beverages, ahead of hydration and post-exercise recovery.

In the cohort who had not reduced their alcohol intake, over half said they would be likely to do so if a wider range of healthy beverages were available. This was particularly true of millennials (64 %).

When asked which ingredients they most looked for in healthy drinks, 65 % of respondents picked vitamins and 48 % chose minerals. Plant protein also scored highly as a desirable beverage ingredient, ahead of both fruit and whey protein. Other purchase drivers for healthy beverages included affordability, natural ingredients, trusted brand, and scientifically proven ingredients.

James Street, Global Marketing Director at Prinova, said: “Consumers are increasingly re-evaluating their relationship with alcohol, whether that means embracing the ‘sober-curious’ trend, or simply moderating their intake. However, our research also suggests that many more would be persuaded do so if they could replace booze with appealing healthy alternatives. Given the scale of this market need, and the increasingly wide range of on-trend functional ingredients available, it’s clear that there are still huge opportunities for innovation in the functional beverage space.”

With the world’s largest inventory of food-grade single vitamins, and as the leading supplier of vitamins B and C, Prinova can help manufacturers create beverages with premium micronutrients. Its other solutions include enduracarb®, a slow-release “double sugar” which is ideal for energy drinks and sports nutrition beverages, and AlphaTeaTM, a 100 % natural solution for functional beverages derived from green tea extract.

For the full results of the research, download the White Paper from:

*Online survey of consumers in France, Germany, Italy, Spain and the UK.

Prinova has identified growing demand for ingredients for the mind as one of nine emerging food, beverage and nutrition “mega-trends”. In a new report on functional health trends, it also spotlights the increasing prominence of branded ingredients, and growing demand for “real foods”.

The leading provider of ingredients and premixes commissioned expert researchers to analyse patterns in retail and food service and to conduct social media listening. This allowed it to build a framework of nine macro-trends that will shape the industry in 2024 and beyond.

The report highlights the growing number of products containing adaptogens and nootropics, which it attributes to factors such as enduring concerns around performance, focus and “brain fog” in the wake of the pandemic. It also notes growing demand for natural sources of caffeine, such as yerba and matcha, as consumers seek “an antidote to boom and bust caffeination”. Meanwhile, ongoing talk about the stress of modern life, coupled with research on the importance of sleep and rest, has led to “an array of adaptogenic ingredients” being included in everyday food and beverage products.

The Prinova report also notes that “branded ingredients are emerging from the depths of the ingredient list, with logos making their way to the front of product packaging, “particularly in categories like plant-based and performance nutrition. Prinova’s range of branded ingredients includes enduracarb® , a science-backed, slow-release ‘double sugar’ for endurance, and Bacopin®, a bacopa monniera ingredient which, studies show, may help improve memory and attention.

Other mega-trends identified in the report include:

  • ‘Real Food Rules’: A shift away from complicated ingredient lists as consumers embrace ingredients in their most natural, unprocessed form. This includes recognising the benefit of animal-based products again, including previously maligned elements such as full fat.
  • ‘Hack my Health’: With growing interest in the way products interact with our genotypes, phenotypes and lifestyles, companies are increasingly offering personalised services to cater for unique needs.
  • ‘Targeted Nutrition’: Consumers are increasingly aware of the nutritional interventions they can make to improve their wellbeing at different life stages. More knowledgeable than ever, they are looking for products with detailed claims.

James Street, Marketing Director, EMEA & APAC at Prinova, said: “Consumers are looking to food, beverage and nutrition products to meet a growing number of needs. To identify where the opportunities are, and to help our customers create innovative, new products, we’ve created a future-facing framework that identifies the most important emerging trends. We’ve seen how consumers are looking for nutritional ‘hacks’ in areas like cognitive performance and emotional wellbeing, while also yearning for a return to products with ‘real food’ or ‘natural’ credentials. And our research also shows that manufacturers are recognising branded ingredients as one of the best ways to communicate science-backed benefits and bolster credibility.”

Discover the emerging trends in the full report:

Vitamins, minerals and plant protein have emerged as superstar sports nutrition ingredients in new consumer research.

Prinova, a leading provider of bespoke premixes and blends, surveyed 1277 physically active European consumers. It presented them with a list of 20 common ingredients and asked them to pick the five that they most looked for in sports nutrition products.

By far the highest scoring ingredients were vitamins, picked by nearly two thirds (64 %) of consumers, followed by plant protein and minerals. Meanwhile, many ingredients not traditionally associated with sports nutrition also scored highly. Sixteen per cent of consumers looked for products containing fibre, shortly followed by omega-3 (14 %), botanicals (13 %), probiotics (9 %), and oats (9 %).

Prinova believes the findings reflect the growing body of research on non-traditional ingredients for sports nutrition, and the new diversity of the sports nutrition consumer base.

Tony Gay, Technical Sales Director, Nutrition, at Prinova Europe, said: “Not so long ago, sports nutrition was seen as synonymous with protein, but the landscape is already looking very different. The market has exploded as scientific research has revealed the value of a far wider range of ingredients for athletic performance, and that has cut through to consumers. For example, there’s growing awareness that a deficiency of B-vitamins can reduce athletes’ ability to perform high-intensity exercise, while Vitamin C offers benefits for recovery as well as immune health, and minerals can offer benefits in areas like hydration.”

The research also suggests that the plant-based trend has had a major impact on the sports nutrition space. More than four in ten (42 %) consumers named plant proteins as one of the ingredients they most looked for, compared to 26 % who looked for whey or dairy protein, 15 % who looked for egg protein and 8 % who looked for meat protein.

Prinova offers the world’s largest inventory of food-grade single vitamins and is the leading supplier of Vitamins B and C. Its Aquamin range of marine multimineral-complex products is supported by more than 40 peer-reviewed scientific publications.

It is also a leading distributor of natural high-quality plant proteins from sources such as rice, pea, lentil, and fava bean, and with Europe’s largest inventory of food-grade amino acids, offers a range of BCAAs, EAAs and NEAAs, from single ingredients to bespoke blends.

The full research is available in a new Prinova White Paper, ‘State of Play: New insights into the changing sports nutrition market’. It can be downloaded at:

Latest addition to PlantGuard™ portfolio to debut at FiE 2022

Prinova Europe is launching a potent new plant-based antimicrobial that inhibits the growth of yeasts, moulds and bacteria, addressing the increasing demand for natural preservatives.

PlantGuard™ AM is the latest addition to the company’s botanical-derived range of preservatives, which enable manufacturers to use natural clean-label solutions to minimise food waste. The portfolio will make its first live show appearance at Food ingredients Europe (6-8 December) in Paris.

PlantGuard™ is a proprietary blend of natural extracts from plants that have been used in nutritional supplements for many years due to their antioxidant properties. It is highly effective for extending freshness and shelf life, delaying the onset of rancidity and hindering microbial growth, as well as conserving flavour and colour.

The heat-stable, neutral-tasting preservatives perform well against synthetic alternatives in a range of foods and beverages. PlantGuard™ AM, which can be used in applications including dairy, fish, meat, fruit, vegetables, cereals and juices, will be showcased at FiE alongside the antioxidant PlantGuard™ FS (fat-soluble for high-fat applications such as pastries, fried foods and mayonnaise) and WS (water-soluble for lower-fat products including breads, reduced-fat spreads and sauces).

Because PlantGuard™ can be used in such a broad range of applications, it can replace artificial preservatives across a number of product lines. Prinova’s technical team works with customers to help them select the optimal solution for their brands. The low dose rate and cost-in-use that compares well with alternatives enable further economies of scale.

Expanding its global distribution presence, Prinova Group LLC, a NAGASE Group Company, has entered into a definitive agreement to acquire industry expert The Ingredient House, LLC (“TIH”). TIH has a significant presence in the sweetener, polyol and specialty ingredient sectors both in the U.S. and internationally. This purchase represents another stride forward in Prinova’s long history of growth in the ingredient distribution space.

Founded in 2006 and headquartered in Southern Pines, North Carolina, The Ingredient House is a quality-focused supplier of ingredients to the global food and beverage industry. TIH has experienced substantial growth since its inception through strategic partnerships with global branded customers and offshore manufacturers. Key to TIH’s success is its implementation of and adherence to improved quality standards to consistently deliver the global supply chain needs of its food and beverage customers.

Headquartered Carol Stream, IL and privately owned for 40 years, Prinova was acquired by Nagase & Co., Ltd., based in Tokyo, in 2019. Since then, Prinova has experienced substantial growth in flavour manufacturing, premix manufacturing, and its flagship ingredient distribution offering. This acquisition is an opportunity for Prinova to further leverage industry relationships and integrate The Ingredient House’s unique supply chain advantages into its existing business.

About The Ingredient House, LLC
Founded in 2006, The Ingredient House, LLC is a global supplier of high-quality polyols, high intensity sweeteners, and other specialty ingredients for the food & beverage industry. Utilizing a unique, solutions-oriented business model, TIH is a trusted strategic sales, marketing, and quality partner to its global ingredient manufacturing relationships and world-class customer base. TIH has earned a reputation for its ability to deliver creative solutions to supply chain challenges while offering best-in-class quality and customer service.

About Prinova Group LLC and Nagase & Co. Ltd.
Headquartered Carol Stream, IL, Prinova has been providing high-quality ingredients, flavors, nutrient premixes, and value-added solutions to the food, beverage and nutrition industries for over 40 years. As a world-leading distributor of functional ingredients, Prinova utilizes a global network to help its customers gain the strategic advantage they need to drive their business forward. Prinova was acquired by Nagase & Co., Ltd. (“Nagase”) in 2019. Founded in 1832, Nagase offers global trading services of chemicals, plastics, electronics materials, cosmetics, and food ingredients. With more than 100 Group companies in 30 countries and regions, Nagase offers unique values to customers by combining group functions of manufacturing, processing, and R&D.