Page 32 - FoodFocusThailand No.247 November_December 2026

SPECIAL
SPECIAL FOCUS FOCUS

HYBRID BEVERAGES:

THE PERFECT BLEND OF HEALTH

AND CONSUMER EXPERIENCE

The beverage market is now transitioning into an era in which the boundaries between product categories
are becoming increasingly blurred, as conventional and clearly defined beverage categories, such as tea,
coffee, juices, energy drinks, or health drinks, are evolving into hybrid ones, including coffee-infused energy
drinks, juice-tea blends, probiotic sodas, sparkling functional waters, and alcohol-free botanical cocktails.
This phenomenon reflects a concept known as hybrid beverages, which are becoming increasingly prevalent
in the beverage industry .
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Although there are currently no academically standardized This point is particularly relevant to beverages containing
definitions of “hybrid drinks,” the hybrid beverages-global ingredients derived from plants, tea, or vegetables, as certain
strategic business report applies the term to products that combine aspects of their sensory profiles may become barriers to
the characteristics of two conventional beverage categories. The consumer acceptance. According to a study by Saman
market value of these drinks is estimated at USD 7.5 billion in 2025 and Seo (2020), five commercial mixed vegetable juices
and is projected to reach USD 11.3 billion by 2032, representing a were evaluated in terms of sensory profiles, liking, non-
CAGR of 6% . Nevertheless, these figures are merely commercial sensory factors, emotional responses, and purchase intent.
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estimates that encompass both alcoholic and non-alcoholic The results showed significant differences in overall liking
beverages, so they should be used to indicate future market trends and purchase intent. Additionally, the simulated evaluation
and directions rather than to pinpoint the projected market size revealed that bitterness intensity and brand liking played a
of functional beverages. role in influencing consumers’ purchase-related behavior .
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The appeal of hybrid beverages encompasses not only the For hybrid beverage developers, this finding indicates
synthesis of different drinks but also formulations designed to that combining various ingredients does not merely alter a
cater to multidimensional demands within a single product, such product’s functional benefits but also its sensory profile. The
as flavor, refreshment, nutritional value, and functional benefits. addition of ingredients to enhance functional properties must
For example, juice-tea blends combine the characteristics of therefore be considered alongside their potential impacts
both tea and juice in a single drinking experience, while sparkling on taste, flavor, texture, and consumer liking. Ultimately,
functional waters address the demand for healthy and refreshing consumers perceive a beverage as a holistic product rather
beverages in more accessible formats. than evaluating each individual active compound separately.

When ‘Functions’ Are no Longer the One-Size-Fits- From Functions to Sensory Experiences
All Answer in Hybrid Beverages Once functional ingredients are successfully incorporated
A literature review by Gupta et al. (2023) reveals that the into a single product, the next challenge is to ensure that
development of functional beverages must take into consideration consumers perceive the product as intended. To this end,
several aspects, including functional ingredients, manufacturing sensory science plays a role that extends beyond simply
technologies, stability, bioavailability, health benefits, and assessing the beverage’s palatability.
consumer acceptance . Therefore, incorporating appealing Barker, Moss, and McSweeney (2021) studied the
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bioactive compounds is only one element of product development. impact of carbonation on consumers’ perceptions. In the first
At the same time, these compounds must retain their stability and experiment, consumers were asked to evaluate six samples
bioavailability, while the products themselves must be designed of carbonated and non-carbonated apple, blueberry, and
to address consumer demands and gain consumer acceptance. cherry juices. Based on CATA (Check-All-That-Apply)

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