OFFER OF FUNCTIONAL BEVERAGES AS A COMPETITIVE ADVANTAGE IN HOSPITALITY

Povezanost između prehrane i zdravlja rezultirala je stvaranjem koncepta funkcionalne hrane. Mnogim znanstvenim istraživanjima dokazani su benefiti funkcionalne hrane na zdravlje čovjeka. Zdrava prehrana postaje sve popularnija kod potrošača i to je jedan od glavnih snaga za rast tržišta funkcionalnih napitaka, a u budućnosti se predviđa povećanje potrošnje funkcionalnih napitaka zbog pandemije uzrokovane COVIDOM 19. Funkcionalni napitci najčešće se reklamiraju kao napitci bogati vitaminima i mineralima koji utječu na poboljšanje narušenog imuniteta. Mliječni napitci koji sadrže probiotike vrlo su popularni jer je dokazano da pomažu pri obnavljanju crijevne mikroflore nakon antibiotika čija prekomjerna konzumacija predstavlja veliki problem u svijetu. Veoma bitna stavka za koncept funkcionalnih napitaka je predviđanje potreba potrošača te njihovo razumijevanje mogućnosti koje funkcionalni napitci nude.The connection between diet and health has resulted in the creation of the concept of functional food. Many scientific studies have proven the benefits of functional foods on human health. Healthy eating is becoming increasingly popular with consumers and is one of the main forces for the growth of the functional beverage market, in the future it is predicted to increase the consumption of functional beverages due to the COVID 19 pandemic. Functional drinks are most often advertised as drinks rich in vitamins and minerals that affect the improvement of impaired immunity. Milk drinks containing probiotics are very popular because they have been proven to help restore the intestinal microflora after antibiotics whose excessive consumption poses a major problem in the world. A very important item for the concept of functional beverages is anticipating the needs of consumers and their understanding of the possibilities that functional beverages offe