Soft drink manufacturers are expanding their range and increasingly focusing on products related to healthy eating. Among the key trends are the growing popularity of protein and collagen water, probiotic drinks and soluble electrolytes. These categories form a segment of innovative solutions that is rapidly gaining momentum.During a discussion at the New Food Summit 2025, CEO of KR Ingredients (TM Elekta, Wanted Vegan) Viktor Kvashenko noted the growing demand for functional products for people who actively play sports and care about their health. The company is already working in this segment, in particular, it produces electrolytes in sachets that provide a significant part of the daily mineral intake.
According to KR Ingredients, the global market for such products is estimated at $8 billion, and this is what prompts the company to develop the direction in Ukraine.Manufacturers also note a trend towards the simplest possible composition of drinks and a natural taste without excessive sweetness. Buyers prefer products that do not contain “extra” ingredients and the taste is associated with natural drinks like homemade lemonade. This approach is considered key to the development of the functional drinks segment and its integration into everyday consumption.
Source: https://agrarii-razom.com.ua/news-agro/v-ukraini-poshiryuetsya-trend-zdorovih-napoiv
