How the Rise of Functional Beverages Is Changing the Juice Category
Juice has traditionally been viewed as a refreshing, fruity indulgence. But today’s consumers are shifting that perception—and fast. What used to be a category dominated by sweet flavors and classic blends is now evolving into something more purpose-driven.
According to the Mintel Market Dynamics: Indonesia Juice 2025 report, functional claims are no longer just a “nice-to-have”—they’re becoming a baseline expectation. Consumers are reading beyond the front label. They’re looking for juice that aligns with their lifestyles and supports their well-being: products that promise more than a great taste.
Why Consumers Want Functionality in Juice
In this new landscape, the question is no longer “What does it taste like?” but “How will it make me feel?”
Mintel’s findings show that health-conscious Indonesians are increasingly selecting juice based on functional benefits.
These expectations are especially strong among Gen Z and Millennials, who view beverages as a way to support their daily routines—from pre-workout energy to mid-afternoon balance.
This is where function-forward formulation becomes essential—and why brands must think beyond sweetness.
The Role of Natural Ingredients in Purpose-Driven Juice
At Haldin, we understand that the demand for functionality must also align with transparency, clean labels, and natural sourcing. That’s why we offer a diverse portfolio of natural building blocks designed to meet these shifting needs without sacrificing simplicity or taste.
Among our functional ingredients:
- Turmeric – known for its anti-inflammatory and antioxidant properties
- Ginger – widely associated with digestion and immunity
- Tamarind – a traditional Indonesian ingredient that supports gut health and adds a tangy flavor layer
- Honey – not only a natural sweetener, but also known for its antibacterial benefits.
These ingredients come in both liquid and powder formats, enabling R&D teams to seamlessly incorporate them into a wide range of product concepts—from herbal shots and calming teas to probiotic fruit blends.
The Power of Honey in Functional Beverages
Take honey, for example. Beyond its natural sweetness and aroma, honey carries trace nutrients and antioxidant properties that can boost the value perception of a beverage. When used in a juice shot or tea blend, it delivers both comfort and credibility—qualities that today’s consumers are willing to pay for.
Better yet, Haldin sources its honey directly from local beekeeping communities, ensuring traceability, ethical practices, and sustainability—all values that consumers increasingly prioritize.
From Innovation to Execution: Helping Brands Build What Matters
We believe that winning products are created at the intersection of consumer insight and ingredient innovation.
Whether you’re formulating for immunity, calm, energy, or digestion, our team helps brands transform nature into function—delivering ingredient solutions that are clean, traceable, and backed by what the market is asking for.
Haldin’s 12 natural building blocks—ranging from fruits and vegetables to functional extracts—enable collaborative product development that resonates with today’s health-conscious consumers.
Your Next Best-Selling Functional Beverage Starts Here
Whether you’re formulating for energy, immunity, or digestion, we’re ready to co-create natural, clean-label solutions customized to your brand’s goals.
✅ Partner with Haldin — where nature meets innovation.