- Nutritional Outlook Vol. 29, No. 4
- Volume 29
- Issue 4
What’s New in Drink Trends
The growing demand for functional beverages is challenging brands to deliver more complex products that don’t compromise on taste and texture.
Beneath new product launches such as mushroom coffee and clear protein drinks, fresh market trends and innovations point to shifts in how consumers are reaching for functional beverages and what keeps them coming back. Some recent trends include an emphasis on tangible health benefits, overcoming formulation hurdles, and a desire for experiences over nutrition and wellness, while simultaneously, beverage formulations are becoming more sophisticated to support health benefits claims as well as accommodate challenging ingredients. The combination enables successful, personalized innovations in beverages.
Health Benefits Driving Functional Beverage Innovation
As noted by Innova Market Insights’ Top Research, and Product Drink Nutritional Outlook Trends Whats
