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... anti-ageing drinks and bread promoting health and beauty are amongst products gaining pace around the globe, according to datamonitor's product launch analytics ... citing a surge in functional food and drink products on offer in recent months, the division of business information provider, datamonitor, claims that manufacturers are becoming increasingly aware of the value consciousness of post recession consumers ... when it comes to beauty claims, datamonitor predicts that soft drinks and water of the ‘functional beverages’ category will lead the way ... according to whalley, consumers have become conditioned to the concept of drinks as a ‘potion’ which can be formulated to have ‘niche attributes’ such as the ability to benefit the skin ... in the us, for example, an anti-aging drink has recently been launched which claims to purify the body with its vitamins, amino acids, electrolytes and antioxidant resveratrol ... yet datamonitor envisages that the functional food market will be branching out into various every day products, referring specifically to the khlebnyi dom kefir-based bread launched in russia, which claims to promote health, vitality and beauty, as an example ... removing guilt by adding benefit alongside the notion of value consciousness, datamonitor has explored ‘healthy indulgence’ as a prime driver of functional food and drink demand ... adding a functional benefit to a product usually considered detrimental to health and beauty can remove consumers’ feeling of guilt, according to whalley ... data from a survey carried out by datamonitor in july 2010 demonstrated that while 44% of total respondents from 20 markets considered beauty food and drinks to be appealing, only 33% thought that general functional claims were trustworthy ... whalley therefore warns that skepticism surrounding ‘nutricosmetics’ is still prevelant and that while manufacturers “should be thinking of how they can creatively incorporate functional ingredients into new product types, it is more important that they create effective products that work”