Booming Brain & Gut Health as Kiwi Functional Drinks Lead Global Trends

In a world increasingly aware of the connection between diet and health, New Zealand is emerging as a leader in the functional drinks sector, creating products not only nourishing but also enhancing cognitive and gut function. Companies like Ārepa, Good Buzz Kombucha and Good Sh*t Soda are at the forefront of this trend, developing products combining traditional knowledge with modern science to offer health benefits beyond basic nutrition.

The global functional beverage market was valued at approximately USD 243.36 billion in 2023 according to ExpertMarketResearch

Source: PFN How Ai sees the New Zealand lineup of functional drinks

Ārepa, a young but progressive Kiwi brand, also available in Australia, has a range of brain-enhancing nootropic beverages and powders leveraging unique local ingredients such as Neuroberry® blackcurrants and Enzogenol® pine bark extract. These ingredients are recognised for their high antioxidant levels, cultivated under New Zealand's unique growing conditions which include low pollution and high UV exposure. These factors contribute to products supporting neurological function and combating mental fatigue, making Ārepa a standout in the brain health category​

Source: Arepa

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Similarly, Good Buzz Kombucha focuses on gut health with its range of organic, traditionally brewed kombucha. Their products are crafted to support wellbeing through a rich composition of gut-friendly bacteria. The brand's dedication to quality and local sourcing is evident in its 'A' Series, which features premium kombucha made with New Zealand native herbs and fruits.

Source: GoodBuzz

Good Sh*t Soda is another notable player in New Zealand's functional products market, offering a range of prebiotic and probiotic sodas focusing on gut health. Founded by Poptimist, the brand offers innovative flavours like Cola, Citrus, Berry, Ginger, and Tropical, each formulated with natural ingredients such as prickly pear cactus and artichoke leaf, designed to support digestive health​.

The brand emphasises a balance between enjoyable taste and health benefits, providing a soda containing significant fibre and probiotics without the high sugar content typically found in soft drinks. This combination aims to appeal to health-conscious consumers looking for gut-friendly beverage options not compromising on taste​. The brand is looking to expand into the Australian market.

Source: GoodSh*t

Good Sh*t Soda exemplifies New Zealand's growing sector of functional beverages, using locally sourced ingredients to craft a product supporting well-being while tapping into the global trend towards healthier, functional foods. This approach not only meets the increasing consumer demand for products supporting a healthy lifestyle but also strengthens New Zealand's reputation for producing high-quality, innovative health products.

This trend towards functional foods, especially those promoting brain and gut health, is expected to continue growing, reflecting a continuing global shift more towards preventative health care through diet.

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