SUBSCRIBE

Breaking News on Supplements & Nutrition - North AmericaEU edition

News > Suppliers

The uncertain future of relaxation drinks

By Stephen Daniells , 11-Mar-2011
Last updated on 31-Mar-2011 at 12:53 GMT

The uncertain future of relaxation drinks
Loading...

The claims being made by relaxation drinks, seen as a counter to the burgeoning energy drinks segment, are not supported by much science.

At Nutracon in Anaheim, Jim Tonkin, president of HealthyBrandBuilders and beverage expert, told Stephen Daniells that he has been looking at the space for about two years and during that time the “business has morphed” from the early melatonin-only formulations.

Formulated to help people unwind or focus better, these new drinks quickly spread from Japan to the US and have found a niche alongside energy drinks.

And the global market for relaxation beverages is booming. Recent research from Zenith International estimates that sales volumes have trebled since 2007 to 133 million liters in 2010 and the retail value of the market has risen to $521m.

Despite such upward growth, Tonkin is not 100% convinced: “Frankly I still don’t know if there is a category there,” he said.

“You have these mixologists putting together these different ingredients, and none of them really know what the best concoction is.”

“There’s never been a clinical study done on that specific concoction, and therein lies the problem,” added Tonkin.

Looking for trouble?

Food and beverage lawyer Mark Ullman has also recently expressed concerns about the relaxation space. “The relaxation product category is a category that’s looking for trouble,” he recently said in an interview with our sister site FoodNavigator-USA.com.

Subscribe to our FREE newsletter

Get FREE access to authoritative breaking news, videos, podcasts, webinars and white papers. SUBSCRIBE
UK researcher backs supplements for omega-3 intakes

UK researcher backs supplements for boosting omega-3 intakes

Philip Calder

Professor, University of Southamption

‘You think Red Bull’s just gonna roll over? It’s not gonna happen!’

‘You think Red Bull’s just gonna roll over? It’s not gonna happen!’ Expert warns wannabes

Beverage brand development guru James Tonkin has warned wannabe entrepreneurs that going up against...

Coffee may hydrate athletes just like water: Researcher

Coffee may hydrate athletes just like water: Researcher

Sophie Killer

Doctoral researcher, Loughborough University

Caffeine in small doses and during training may boost performance

Caffeine taken during training and even in small doses may boost sports performance: Researcher

Sophie Killer

Doctoral researcher in exercise metabolism and performance nutrition

Psychobiotics can feed gut-brain health axis: 'It’s really an exciting frontier,' says professor

Psychobiotics can feed gut-brain health axis: 'It’s really an exciting frontier,' says professor

Professor John Cryan

Chair and head of the Department of Anatomy and Neuroscience,...

Algatech: Functional food on astaxanthin horizon

Algatech: Functional food on astaxanthin horizon

Israeli firm Algatechnologies will work towards gaining approval for its astaxanthin as a novel...

Fed up: Probiotic research veteran issues global call to action

Fed up: Probiotic research veteran issues global call to action

Veteran probiotic researcher professor Gregor Reid is not a happy man. It’s time the...

Industry concerned about data abuse as EFSA fans transparency wings

Industry concerned about data abuse as EFSA fans transparency wings

Euros Jones

Director of regulatory affairs, European Crop Protection Association (ECPA)

Unilever: Healthier food choices must be ‘doable’

Unilever: Healthier food choices must be ‘doable’

Hans Zevenbergen

Cross-category nutrition and health director, Unilever

McGuffin: DSHEA was about preserving right to direct one's own self care

McGuffin: DSHEA was about preserving right to direct one's own self care

Michael McGuffin, president of the American Herbal Products Association, has a unique perspective on...

‘Some companies claiming they’re strengthening their defense against chondroitin adulterants are not using the right method’: Synutra President

‘Some companies claiming they’re strengthening their defense against chondroitin adulterants are not using the right method’: Synutra President

A unique collaboration of experts worked together to identify an adulterant in the chondroitin...

Israelsen: DSHEA created world's most vibrant supplement marketplace

Israelsen: DSHEA created world's most vibrant supplement marketplace

The dietary supplement business has gone from fighting for its life to enjoying the...

CRN’s Mister on DSHEA’s ‘monumental anniversary’, companies choosing a side, and the critical role of contract manufacturers for GMP complia...

CRN’s Mister on DSHEA’s ‘monumental anniversary’, companies choosing a side, and the critical role of contract manufacturers for GMP compliance

The 20th anniversary of the Dietary Supplements Health and Education Act (DSHEA) is ‘monumental’, says...

New ingredient set to give caffeine a run for its money, supplier says

New ingredient set to give caffeine a run for its money, supplier says

Ingredient supplier Compound Solutions has introduced a nature identical version of theacrine branded as...

GMPs, NDIs, and definitions for GMO and natural: NPA’s Fabricant on industry issues

GMPs, NDIs, and definitions for GMO and natural: NPA’s Fabricant on industry issues

Despite ongoing vacancies in the main office of the Division of Dietary Supplements, companies...

Cargill highlights cavity-fighting effect of Zerose erythritol at SupplySide West trade show

Cargill highlights cavity-fighting effect of Zerose erythritol at SupplySide West trade show

Research by Cargill shows its Zerose brand erythritol does more than just cut calories; ...

Adverse event reporting can provide valuable data to companies, expert says

Adverse event reporting can provide valuable data to companies, expert says

Reporting adverse events is something all dietary supplement companies must prepared to do to...

‘No better place than the nutra-science marketplace for financial investors’: BI Chief

‘No better place than the nutra-science marketplace for financial investors’: BI Chief

Nutraceuticals and dietary supplements are attracting a lot of private equity attention, and it’s...

Restructuring of Twinlab enabled new company to sequester debt, CEO Tolworthy says

Restructuring of Twinlab enabled new company to sequester debt, CEO Tolworthy says

Tom Tolworthy worked to restructure Twinlab from the time he took over the iconic...

Key Industry Events

 

Access all events listing

Our events, Events from partners...