Demand is growing globally for health-in-a-bottle products—those sold in daily dose formats on the basis of health claims, as a segment of the umbrella category of products that help maintain intestinal health. Marketers are introducing more health-in-a-bottle products as consumers appear increasingly interested in looking after various aspects of their well-being by consuming a health drink each day.

A number of variations appear to be gaining popularity in new product development. The market for probiotic gut health drinks is becoming increasingly sophisticated and moving away from standard-dose drinks, according to Mintel’s New Products Database. Along with a number of new products formulated with plant extracts—primarily tea—or prebiotic oligosaccharides, these products offer additional health benefits in terms of either gut health or general wellness.

One area of strong growth is yogurt-based drinks. Mintel’s research shows that in Europe, 20% of consumers buy yogurt as a digestive aid. In the U.K. alone, functional drinks—essentially dosage products—now comprise more than two-thirds of all functional yogurt sales.

Full-body shrink labels seem to be the marketing tactic of choice for yogurt-based drinks. The labels typically wrap around plastic bottles, providing ample “billboard” space for delivering a health benefits message and assuring consumers that the product’s use will help them to feel better physically.

In Mexico, Danone de Mexico markets a flavored yogurt drink under the Danone Activia Acti- Regularis brand. he shelfstable drink’s improved formula contains less acid but more fiber than other health-claims beverages, and it also contains Acti-Regularis, designed to regulate intestinal function.

Danone Activia Acti-Regularis is marketed in a 250-g plastic bottle in the Mora Azul Blueberry and Pera Pear varieties. It has a suggested retail price of 74 cents in U.S. currency.

In the U.S. club store channel, Costco has introduced an organic smoothie under the Kirkland Signature by Stonyfield Farm brand. Kirkland Signature, Costco’s powerful retailer brand, and Stonyfield Farm share space on both the co-branded shrink sleeves and the six-pack paperboard carrier. Graphics center on the farm-fresh theme and reinforce the product’s natural ingredients.

Each smoothie is 10 oz of drinkable lowfat yogurt, with vitamins A, C, D, and E. The product is rich in calcium and is made with certified organic ingredients and six live active cultures. The smoothie provides 3 g of fiber and is kosher.

In Germany, Nöm is rolling out a probiotic yogurt drink combined with cereal under the Nöm Balance brand. Nöm Balance Jogurtdrink mit Cerealien contains LA5, BB12, and L. casei cultures to improve digestion.

The product comes in six-pack sleeve cartons. The 100-mL drinks also are available in the Yogurt Drink trawberry variety.