SUBSCRIBE

Breaking News on Supplements & Nutrition - North AmericaEU edition

News > Suppliers

Read more breaking news

 

 

The uncertain future of relaxation drinks

By Stephen Daniells , 11-Mar-2011
Last updated on 31-Mar-2011 at 12:53 GMT2011-03-31T12:53:30Z

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.

African probiotic project reaching 10,000 infants a day

African probiotic project reaching 10,000 infants a day

Professor Gregor Reid

Chair , University of Western Ontario & Human Microbiology and...

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)

How has social media changed food marketing?

How has social media changed food marketing?

The rise of social media has led to a shift in the way consumers...

Is personalised nutrition about to go public in a big way?

Is personalised nutrition about to go public in a big way?

Radek Sali, CEO,Swisse Wellness;

François Scheffler, head, BASF human nutrition;, Loren Israelsen, president, United...

Alkemist Labs CEO: We need transparency among the analytical labs

Alkemist Labs CEO: We need transparency among the analytical labs

The analytical community should embrace transparency to then allow manufacturers to share that with...

NOW Foods’ Secrist on the need for greater transparency and why brokers are ‘the bane of the industry’

NOW Foods’ Secrist on the need for greater transparency and why brokers are ‘the bane of the industry’

The recent NY AG probe has kick-started some industry organizations to say self-policing needs...

Qualitas says drawbacks of open pond algae cultivation easily dealt with

Qualitas says drawbacks of open pond algae cultivation easily dealt with

Qualitas Health, a supplier of a unique polar-lipid structured algal omega-3 ingredient, is now...

Mazza Innovation nears full scale production with innovative water extraction process

Mazza Innovation nears full scale production with innovative water extraction process

Mazza Innovation, a producer of botanical extracts, has moved beyond the proof of concept...

Cargill's Viatech platform deconstructs stevia leaf to identify better blends

Cargill's Viatech platform deconstructs stevia leaf to identify better blends

Cargill is “all in on stevia,” according to Scott Fabro, global business development director. ...

What opportunities are there in the NY AG botanical probe?

What opportunities are there in the NY AG botanical probe?

The New York Attorney General’s investigation into herbal supplements has been headline news for...

Newly available oilseed species features 'game changing' SDA content

Newly available oilseed species features 'game changing' SDA content

A new, more efficient form of plant-based omega-3s is coming to market in the...

Krill fishery offers opportunity to "get it right," sustainability expert says

Krill fishery offers opportunity to "get it right," sustainability expert says

The krill fishery offers a “last opportunity to get it right,” according to fisheries expert Dr...