COVID-19 Impact on Nutritional Beverages in Food and Beverages Industry
The COVID-19 pandemic has affected the industrial and commercial progress of most of the countries and regions such as Europe. The persistence of the COVID-19 for a longer period has adversely affected the most vulnerable groups of the population including adults and people aged more than 60 years, mothers, and children. Globally, countries are expecting a drastic decline in dietary quality in low- and middle-income countries as a result of loss of income, the shutdown of businesses, human and goods movement restrictions imposed by governments, de-globalization, and breakdown of the supply chain of food markets due to both demand shocks and supply constraints. Healthcare facilities have been consistently giving their best to combat COVID-19 and helping resources to divert from nutritional care including micronutrient supplementation, prevention, and treatment of child malnutrition. In normal times, malnutrition remains a multidimensional problem and during the pandemic situation, it has taken a major hit. Thus, the global population will be more focused on building higher immunity levels during the post-crisis situation.
Every sector in the beverages industry has been impacted either positively or negatively due to the COVID-19. The nutritional beverages market can have a positive impact on the COVID-19 outbreak. The COVID-19 pandemic has introduced a lack of immunity amongst the people in hence there is more demand for nutritional products to increase immunity and stay healthy.

AWARENESS ABOUT HEALTH BENEFITS OF FRUIT & VEGETABLE-BASED NUTRITIONAL BEVERAGES
Fruit and vegetable-based beverages are part of a balanced diet that ensures the health and the vigor of the body which is the most essential thing in this pandemic. They participate actively in cellular regeneration, detoxification, and treatment of many diseases, being recommended by nutritionists for a healthy lifestyle and provide health benefits such as:
Helps in Chronic ailments- Vegetables contain significant antioxidants such as phytonutrients, beta-carotene, lycopene, and phenolic compounds which assist the body to combat free radical effects including mutation of healthy cells into cancerous ones. Daily intake of vegetable juice reduces the chances of other chronic ailments such as cardiovascular disease, diabetes, and autoimmune diseases. Furthermore, it helps in keeping a heart-healthy. Beverages with vegetables as the main source are loaded with ample potassium that helps to lower blood pressure and provide relief from strain in the cardiovascular system. Moreover, high content of Vitamin C and iron stimulates circulation and promotes collagen content in the body. It also lowers the chances of damaged blood vessels and acts as an immunity booster Fruit & vegetable juice has a high content of Vitamin C. A glass of vegetable juice helps to obtain the daily recommended intake for ascorbic acid. It boosts the immune system as Vitamin C assists in stimulating white blood cell production. Actions of other antioxidants such as lycopene support the immune system in preventing chronic disease and oxidative stress and give high nutritional value. Vitamins, minerals, and antioxidants present in vegetable juice cleanse the colon and re-balances bacteria in the gut. Other nutrients promote the bioavailability of certain minerals and vitamins that could be absorbed by the body making mealtimes efficient.
Thus, consumers are aware of these health benefits of fruit & vegetable-based nutritional beverages which will increase their immunity and keep them healthy and fit during the pandemic. Hence they are demanding more nutritional beverages to balance their diet and stay fit.

COVID 19 IMPACT ON DEMAND AND PRODUCTION OF NUTRITIONAL BEVERAGES
Consumer demand for fruit juices is increasing as customers are inclined to by-products that will boost their immune health, overall wellness and reduce anxiety in the face of the COVID-19 pandemic.
Fruit juice provides the same minerals and vitamins that fruit provides. Every fruit juice has its benefits. For instance- drinking a glass of pomegranate juice can help fight anemia and boosts immunity, drinking mosambi juice on an empty stomach is known to help patients control diabetes, a glass of mango juice can give your kid innumerable nutrients, around 100 calories and immense joy, a glass of lemon boosts immunity. Thus, consumers are aware of the fact that fruit juice can help them increase resistance and immunity and help them fight deadly virus COVID. Thus, consumers are demanding more nutritional beverages especially fruit juices to maintain their health and can cope up with the virus. Hence manufacturers are manufacturing more nutritional beverages to fulfill the demands of the consumers.
The demand for fruit juice has been consistent for years to the pandemic and thus the production rate is higher.
Thus, this increasing demand for nutrition is affecting nutritional beverages market positively which is helping the market to grow rapidly.

COVID-19 IMPACT ON SUPPLY CHAIN OF NUTRITIONAL BEVERAGES
The supply chain plays a major role when it comes to the sale of beverages and due to the persistence of COVID-19. The supply chain has disrupted globally. With the persistence of COVID-19 there have been restrictions on transportation, import, and export of food & beverage products. Furthermore, with the movement restriction on workers as well, the manufacturing of nutritional beverages has been affected due to which the demand for consumers has not been fulfilled. Also, restriction on import and export made difficult for the manufacturers to supply their products across the globe which also has impacted the prices of nutritional beverages. Thus, with ongoing restrictions due to COVID-19, the supply chain for the beverage market has been disrupted which is creating a major challenge for the market.
With the persistence of COVID-19 and restrictions on movement is disrupting the supply chain which is posing a major challenge for global nutritional beverages market. However, manufacturers are trying to sell their products on digital platforms to cope up with the situation and hence getting positive responses from the consumers.

INITIATIVES
COVID-19 outbreak has affected every sector in the market which also includes the nutritional beverages market. The industry has been affected as the supply and demand are badly disrupted. Many companies are losing their key revenue sources as food services outlets are closed or decreased their sales. Some companies have closed their production facilities to mitigate potential risks from COVID-19 during the first and second quarters of 2020. Many nutritional beverage companies are taking initiatives during COVID-19.
For instance,
• In response to alarming evidence of the continued disparate, negative impact of COVID-19, PepsiCo, Inc. (NASDAQ: PEP) and its philanthropic arm, The PepsiCo Foundation, has launched an initiative to provide increased medical and economic aid to communities of color across the country where the company has long worked. The $7 million initiative is a comprehensive project to support immediate relief and long-term recovery
• The Coca-Cola Foundation is providing additional funding and grants to communities and organizations in response to Coronavirus, over $55M has been provided to support local organizations and vulnerable communities during these times
PepsiCo has built on the company's more than $50 million commitment for COVID-19 relief and announced four new programs aimed at supporting restaurants and their workers who have been hard hit by the crisis.

CONCLUSION
COVID-19 outbreak has affected every sector in the market which includes the nutritional beverages market. Some companies have closed their production facilities to mitigate potential risks from COVID-19. However, the demand for nutritional beverages has increased due to their health benefits. Many researchers and nutritional beverage manufacturers are urging governments to build awareness about the consumption of nutritional beverages. Manufacturers are offering varieties in nutritional beverages to enhance the taste & increase the growth of the business. This is significantly affecting the nutritional beverages market. Thus, nutritional beverages market will mark sudden surges in demand during the COVID-19 pandemic and is projected to significantly grow over a long period due to permanent changes in consumer buying behavior.