The Rise of the Functional Beverages Market: Indicators Post COVID-19 Pandemic

Introduction

The COVID-19 has changed everything about human life, affecting their daily routines and hygiene (Öncü et al., 2021; Yıldırım et al., 2021; Bostanci et al., 2022; Aydın et al., 2023). People nowadays are becoming more health-conscious and are adopting various measures to maintain good health. This includes the use of vitamins and food supplements, as well as self-diagnosis. Additionally, people are increasingly making choices that promote a longer and healthier life (Yıldırım, 2023). Functional foods and beverages are gaining popularity as more people seek to improve their health and wellbeing. The food industry has been revolutionized due to the need for solutions to health problems caused by food and consumers' desire for good nutrition, longer life expectancy, and reduced treatment costs. Consequently, there has been a gradual increase in demand for functional foods (NovaNutrica, 2018). Functional foods have become increasingly popular in health and wellness communities in recent years. These foods are highly nutritious and have been linked to numerous health benefits. For instance, they may guard against diseases, prevent nutrient deficiencies, and promote growth and development (Türk Sağlık Vakfı, n.d.). Over time, researchers have discovered the beneficial substances contained in the structures of traditionally consumed foods. By enriching these beneficial ingredients, new foods have been produced. The term 'Functional foods' was first researched and used in Japan during the 1980s and has since become widespread in Europe and America (Gıda Takviyesi ve Beslenme Derneği, 2017). Functional foods are defined as foods that can reduce the risk of disease, improve existing health conditions, or help maintain good health. It is important to note that functional food and organic food are not the same. Organic food is produced according to the organic farming method, while functional foods are foods that naturally contain bioactive components in their composition. It is also important to note that functional foods are not a type of food supplement (Özel Beslenme, 2022). Functional foods are not in the form of medicine, capsules or nutritional supplements. They are part of our daily diet and include fruits and vegetables, grains, beverages, fortified and enhanced foods. It is important to note that the concepts of supplementary foods and functional foods are often confused. The main difference between the two is that functional foods are consumed as part of normal nutrition, while supplementary foods come in the form of capsules, powders, or other beverages that are not in the classical food form. Although supplementary foods may have a supportive effect on functional health, they cannot be used instead of medication (Koçak, 2019). Nowadays, some foods are fortified with additional nutrients, such as vitamins, minerals, probiotics, or fiber, to enhance their health benefits (Türk Sağlık Vakfı, n.d.). Figure 1 shows some traditional functional food as below:

Figure 1.

Traditional functional food

Source: created by the authors based on Türk Sağlık Vakfı, (n.d.)

For a food to be classified as “functional”, it must meet certain criteria (NBLTürkiye, n.d.):

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  It should not be in capsule or drug form.

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  Its effects should be approved by experts.

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  It should provide sufficient nutrition.

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  It should have a positive impact on one or more bodily functions.

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  It should reduce the risk of disease.

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  It should be consumable on a daily basis.

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  It should be able to be incorporated into a regular diet.