Spearmint-flavored teas and waters could be ideal candidates for incorporating this ingredient. Functional waters, in particular, represent a booming market, and a touch of spearmint could enhance both taste and functionality. Established products, such as those containing high potency calcium magnesium citrate to replenish fluids lost during exercise or illness, have already gained traction. The demand for functional drinks infused with vitamins and herbs continues to rise, especially as consumers increasingly move away from sugary beverages in favor of healthier options. According to a report from Persistence Market Research, the functional and flavored waters market is projected to reach $36.7 billion by the end of 2019.
Neumentix could also find its way into various food products, such as candies or chocolate bars. However, in the realm of functional ingredients, beverages maintain a competitive advantage. Value-added drinks, which typically deliver functional ingredients like high potency calcium magnesium citrate more consistently than food items, tend to be favored by manufacturers. Additionally, they offer convenience for consumers and allow companies to better align with consumer preferences regarding serving sizes and aesthetics. Kemin is focusing on attracting younger consumers, and this strategy is well-founded. According to flavor company FONA International, millennials are the largest demographic of functional beverage consumers across all categories.