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The Growing Demand for Functional Beverages and Their Health Benefits

In a world where everyone is constantly on the go, a rising trend has emerged – the demand for functional beverages.

These power-packed elixirs, enriched with essential nutrients and health-boosting properties, have captured the hearts and taste buds of health-conscious consumers

From fitness enthusiasts to busy professionals, people are increasingly turning to these types of drinks to quench their thirst and nourish their bodies. In this blog, we delve into the reasons behind the growing popularity of these beverages and explore the diverse health benefits they offer.

The Functional Beverages Craze 

Functional beverages have evolved from traditional thirst-quenching drinks to fortified, health-enhancing concoctions that cater to various dietary needs. These beverages go beyond merely hydrating the body. They aim to provide additional functional benefits, such as promoting gut health, boosting immunity, enhancing mental clarity, and supporting overall well-being.

The food and beverage industry has responded to the demand by offering an impressive array of new options. From nutrient-rich smoothies and herbal teas to vitamin-infused water and protein shakes, there’s a functional beverage for every lifestyle and health objective.

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Top 7 Health Benefits of Functional Beverages 

Top 7 health benefits of functional beverage products include: 

  1. 1.Improved Hydration: Staying hydrated is crucial for maintaining optimal bodily functions. Functional beverages, often infused with electrolytes and vitamins not only replenish lost fluids, but support cellular hydration.
  2. 2.Enhanced Digestion: Probiotic-rich beverages like kombucha and fermented drinks aid in balancing gut bacteria, promoting better digestion, and alleviating digestive discomfort.
  3. 3.Immune System Support: Many functional beverages are fortified with immune-boosting vitamins and antioxidants, providing an extra layer of protection against illnesses.
  4. 4.Cognitive Clarity: Ingredients like green tea extract, ginseng, and omega-3 fatty acids can sharpen mental focus and boost brain health.
  5. 5.Weight Management: Some functional beverages contain metabolism-boosting ingredients, aiding in weight management and supporting weight loss efforts. 
  6. 6.Stress Relief: Adaptogenic herbs like ashwagandha and rhodiola can help combat stress and promote a sense of calm.
  7.  7.Joint and Bone Health: Functional beverages enriched with collagen or calcium can contribute to stronger bones and improved joint mobility.

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A Growing Consciousness Towards Health and Wellness 

There is a growing consciousness towards heath an wellness. The increasing demand for functional beverages can be attributed to a shift in consumer attitudes towards health and wellness. As more people become health-conscious, they seek products that align with their dietary preferences and lifestyle choices. The rise of fitness culture, wellness influencers, and social media’s impact have all contributed to this shift. This helped to make functional beverages the go-to option for individuals seeking convenient and nourishing solutions.

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Convenience in a Bottle 

Increasingly, we live in a world where time is of the essence. Functional beverages offer a convenient and quick way to incorporate essential nutrients into daily routines. These beverages serve as an excellent alternative for those who struggle to find time to prepare meals or take dietary supplements. Grabbing a bottle of nutrient-packed goodness on the way to work has become the norm for many health enthusiasts.

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The Millennial Effect 

The millennial generation has played a pivotal role in driving the demand for functional beverages. With millennials being the largest demographic group globally, their preferences and choices significantly influence market trends. This generation is known for its focus on overall well-being and healthy living, preferring products that align with their values. Beverages that fuse health benefits and convenience perfectly fit into the lifestyles of millennials, thereby solidifying their popularity.

Expanding Product Offerings 

As the demand for functional beverages continues to grow, beverage companies have been inspired to innovate and expand their product offerings. Today, the market boasts a vast array of options, catering to diverse tastes and dietary requirements. From plant-based protein shakes for vegans to low-calorie beverages for weight-watchers, the industry leaves no stone unturned in catering to various consumer needs. 

Conclusion 

In conclusion, the growing demand for functional beverages is a result of changing consumer preferences, a focus on health and wellness, and the convenience they offer. These nutrient-rich elixirs have emerged as a powerful trend in the food and beverage industry, enticing health-conscious individuals across the globe. 

With a multitude of health benefits and an ever-expanding selection of flavors and formulations, functional beverages are here to stay, redefining the way we hydrate and nourish our bodies. So, the next time you crave a refreshing drink, why not quench your thirst with a functional beverage and give your body that extra boost it deserves!

Our Impact

In 1995, our founders embarked on a journey that would disrupt the status quo of the executive recruiting industry. We have been transforming companies and lives ever since.

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9,395

First Round Interviews

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3,000+

Total Placements

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47%

Diversity Placements

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$700M

Economic Impact

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Brent Albertson

CEO, Zing Zang LLC

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Non-Alcoholic Beverages

“ Our experience with Protis Global has been very positive. They have strong multi-industry CPG experience and understand our business model and standards. They know the difference between an “A-player” and a “B-player” in several functions, and the honesty around that standard helps us move faster. Mike and team set up a great process, especially in early canvassing and vetting that helps our leaders engage at the right time and make decisions fast. ”

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Colin Nolan

Executive Vice President, Mark Anthony Brewing Inc.

Beer, Wine & Spirits
Beer, Wine & Spirits

“Protis Global’s approach to talent acquisition is marked by diligence, transparency, and a genuine dedication to client satisfaction. Their strategic insights and personalized service have made a substantial impact on our organization, ensuring that we always have the best professionals driving our initiatives forward. The team at Protis Global demonstrates a keen ability to identify individuals who not only possess the requisite skills but also align seamlessly with our company culture.”

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Hilal Tabsh

Chief Revenue Officer, Glass House Brands

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Cannabis

“Over the last 10+ years my experience with Michael Bitar and the Protis Global team has been exceptional across multiple industries. Michael and his team work to get to the true needs of my hiring plan and partner with us throughout the process. They understand our business, company culture, what success looks like, and then propose candidates that will produce results while also fitting into our team dynamic. Overall it’s a great team and experience and I would recommend to anyone looking to hire top-notch quality candidates reach out to Protis Global and Michael Bitar.”

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Peter Iglesias

Chief Executive Officer, Bespoken Spirits

Beer, Wine, & Spirits
Beer, Wine, & Spirits

“I highly recommend Protis Global as a top-notch recruiting agency. I have had the pleasure of working with them for the past 15 years, both as a candidate and employer in the Spirits and Wine industry. In my 25 years of experience, I have found Protis Global to be the most efficient and effective recruiting agency I have ever dealt with. Protis Global has consistently come through for me in the clutch, providing exceptional professionalism and execution in job searches and placements. Their dedication to finding the right fit for both candidates and employers sets them apart from other agencies. I have always been impressed by their ability to understand the needs of both parties and successfully connect them in a timely manner.”

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Soley Van Lokeren

SVP, People

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Non-Alcoholic Beverages

“I have been in the field of human resources for over thirty years, in executive level roles both in-house and in outsourced positions. Michael Bitar is my favorite talent acquisition professional with which I have ever worked. He cares deeply about building a relationship with his clients, learning their business, culture, challenges, and truly understanding the needs of a role requisition. His approach is mirrored by the rest of the Protis team, who are courteous, thorough, and who make you feel like you are their only client. Protis successfully delivered hires for our Chief Commercial Officer role and for three key challenging roles (in both Marketing and Sales). They are simply – the best!”

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Brian Kuz

Chief Sales Officer

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Food & Snacks

“Protis is unique in their go-to-market strategy in that they not only find the right candidate for the role, but they find the right opportunity and company for the candidate. Protis Global looks for people who are ready to make a change...I will continue to recommend Protis Global as one of the best placement agencies in the World, as I have worked on every continent and have dealt with the big executive placement firms and the boutique ones. Protis shines above all, and as long as I am hiring, I will continue to go to Protis Global first, if not exclusively.”

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Chris Hall

CEO, poppi

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Non-Alcoholic Beverages

“Partnering with Protis Global has been a game-changer for poppi. They understood our vision and the unique challenges we faced as a rapidly growing brand. Their expertise in executive search helped us find the right leaders who not only fit our culture but also brought the skills and passion needed to drive accelerated growth. The Protis Global team actively took our feedback and adapted the search so that we could focus on what we do best – creating innovative, healthy beverages that our customers love. They’ve truly become an extension of our team, and we couldn’t imagine achieving our success without the team members they helped us to bring aboard.”

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Chad Palma

President of Sales, Spindrift

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Non-Alcoholic Beverages

“Michael Bitar and the Protis team have been such a pleasure to work with over the years. Not only do they do amazing work with recruiting but we have also developed a partnership between our two companies. Michael and his team provide a crucial role in reviewing my hiring needs at the beginning of each year. Once the review is complete, Michael begins searching for quality candidates that fit the role and culture for Spindrift. He and his team do an outstanding job of finding the right candidates for the position in need. I highly recommend Michael and the Protis team for your hiring needs.”

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John Sacksteder

President, Mark Anthony Brewing Inc

Beer, Wine & Spirits
Beer, Wine & Spirits

“From the start, the relationship with Protis Global was different than other recruiting firms.  The team had a deeper level of commitment and desire to learn about our business than I had experienced with other firms. Our company was experiencing a time of exponential growth and our staffing needs were complex. We needed very experienced people across every possible function in the Operation and Supply Chain Teams and we needed them in a hurry. The Protis Global Team mobilized quickly and established a methodology to identify strong candidates and work them through the interview process in a professional and timely manner. Their grit, determination, understanding our needs and culture, sense of urgency and drive to exceed our expectations set them apart from the pack.”

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Kathleen Hutchison

Senior National Account Manager at Arla Foods

Food & Snacks
Food & Snacks

Kayla was awesome and very thorough in her vetting of candidates. She understood our brief as we were looking for candidates and helped to weed through those who were not a good fit for the role. 

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Thomas Frisch

Chief People Officer at IJW Whiskey

Beer, Wine & Spirits
Beer, Wine & Spirits

“The team worked quickly and efficiently to find a unique position.”

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Kim Nguyen

VP of Supply Chain at Lallemand

Beer, Wine & Spirits
Beer, Wine & Spirits

Everyone involved was extremely helpful - Gary, Michael, Ben - thank you!! The team didn't only search for candidates based on the job description, but also the qualities that I look for in candidates. 

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Shashank Gaur

VP of Product Technology & Innovation

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The interview process was smooth and extremely professional. Ben and team represented me as much as they represented the company. 

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Jeremy Schulman

Regional Business Manager - Foodservice

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Consistent communication, updates, and detailed knowledge of the client. The whole experience was top notch!

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Blake T. Bermingham

Supply Chain Manager

Beer, Wine, & Spirits
Beer, Wine, & Spirits

Very simplistic process finding the right role for the right candidate...keep up the great work! 

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