Beverages are a major demand for consumers, with vitamins, minerals, natural caffeine, plant extracts, products without preservatives, natural, organic, and low content positioning (low sugar, low cholesterol, low calorie), as well as organic health juices that are beneficial to heart and gastrointestinal health, and products with added dietary fiber, continuing to be popular and showing a growing trend.

Current Development Status of Special Purpose Beverages in Europe and America

Since 2011, functional drinks (officially called special purpose drinks in China, which are generally divided into Sports drink, nutrient drinks and other special purpose drinks, such as beauty, weight loss, eye care, antioxidant, etc. Energy drink are called Functional beverage in Japan) and Sports drink have shown great vitality and development prospects in the European and American markets.

According to data, in the European and American markets, Energy drink have clearly achieved an increase of more than 10%. It is noteworthy that the consumption growth rate of natural ingredients functional drinks has increased, and consumers are very interested in all natural ingredients Energy drink. In 2011, natural and organic food and beverage data from the United States showed sales approaching $39 billion, a 9% increase from the previous year and a 63% increase from five years ago. In 2015, sales are expected to reach or even exceed 78 billion yuan.

In Europe and the United States, special purpose drinks are dominated by Red Bull, Monster and other brands. Monster, Red Bull, Rockstar, Fullthrottle and Nqfur in the American market are the top five Energy drink brands in terms of sales. Among them, super formulated energy supplements, such as Pioneer 5 Hours, Red Bull, 6-hourPower, MonsterHitman and others, are growing faster. The European market has also introduced all natural Energy drink. For example, Nestle and Jamba, a fruit juice brand, launched a full nutrition fruit juice Energy drink, Steam and Scheckter, a plant Energy drink and an organic Energy drink. Starbucks launched a double coffee Energy drink to enhance energy in the U.S. market. At the same time, it launched a women's Energy drink with Refreshers as the brand. The U.S. Sanbazon launched a fruit Energy drink series with Assaí juice as the carrier.

Protein drinks are another representative of functional drinks, with a protein content of 5-15%. Drinking protein drinks can meet the needs of those who absorb basic nutrients, and also become a weight management and healthy lifestyle. Red Bull and Monster occupy the top two global Energy drink. Monsters have surpassed Red Bull in their market share in North America. It is worth noting that the direct selling enterprises led by Amway have also stepped into the Energy drink industry. The combination of six Chinese herbal extracts, caffeine and B vitamins has made consumers refreshing.

The utility of special purpose beverages in Europe and America:

Stimulate energy, such as American Monster Energy;

Fatigue population sensitive to caffeine and niacin;

Provide the energy and clarity of the workforce;

Supplementing vitamins is suitable for young people, especially women.