Advances in technology, growing research, increasing health awareness and the concerns of an ageing population are the category's main drivers.

Healthy energy, anti-energy and energy shots are amongst the latest trends emanating from the US in the fast-moving energy drinks segment.

Increasing use of more exotic and more novel ingredients in search for point of differentiation.

Further volume penetration of mainstream thanks to base applications such as juice and milk.

Whilst heart health, weight management and cancer protection remain important health concerns for address, the emphasis on prevention and general immunity continues to increase.

Challenges to overcome include the current economic climate, carving out new niches, overcoming supply issues, and the increasingly regulatory environment surrounding claims.