What do essential oils, pet food, coffee and millennials all have in common? Although they may seem to be randomly grouped together, they are in fact major growth drivers in the F&F industry.

The Women in Flavor & Fragrance Commerce (WFFC) held its fall seminaron September 13, 2016 at the Saddle Brook Marriot in Saddle Brook, New Jersey. From beverage trends to aromatherapy in consumer wellness to pet food business strategies and answering the question, “What do millennialswant?” the seminar reached a breadth of topics to help an audience of perfumers, flavorists and allied professi­onals.

Instant Inspiration

Ilana Orlofsky, marketing coordinator, Imbibe, discussed current trends and trend drivers in functional beverages. As consumers continue demanding multifaceted products, multifun­ctional beverages offer health benefits for an ever-evolving wellness market.

In fact, functional beverages are expected to reach $279 billion by 2020 in sales. Orlofsky explained that consumers are motivated by being “Wired,” “Tired” and “Inspired.” What does this mean?

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