By tradition, up until a few years ago, drinking and eating, or better, to nourish and to quench were two distinct actions and the aim of both was clearly defined.
The result of market research, undertaken by an important production company on one of their samples, with 100 people interviewed via questionnaires and thus through the study of their responses, has identified a new sort of consumer. Exploring the basic criteria of the eating culture in the drinks field has individualized certain general rules, which condition our relationship with food whether it is liquid or solid foods.
The classic distinction between food, which nourishes and food, which quenches tended to disappear for the majority of those, interviewed. Furthermore it seems that the action of drinking for quenching one's thirst extended to giving nutrition as well. It is also interesting to note that the percentage of this train of thought was amongst the "young" and predominantly female interviewees.

The magic filter

A magic potion, promoted through publicity, associates the energetic properties with the nutritional value reinforcing the positive qualities for health and revigoration of the body, thereby becoming the new "must". It is with more and more emphasis that drinks, which stress their curing/health benefits, have the classic ingredients mixed with vitamins, fibre, and roots etc., which often have a biological provenance. Side by side with these enormous companies, producing these drinks on mass, come the bars where you can taste these "potions" freshly made. It is without doubt a fact that these centrifuges or squeezed juices made to order have more proactive components than a juice made for distribution on a large scale.

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