Beverages go hyper-customized: What claims are floating to the top?

Posted: April 18, 2018
In: In the Media

Consumers are increasingly turning to the functional beverage category as a way to fulfill key aspects of their personal nutrition routine, according to Imbibe.

The beverage development company has seen a rise in functional claims surrounding immune support, beauty enhancement, detoxifying benefits and improved cognition.

“Thanks to the proliferation of functional products they [consumers] can pick and choose beverages with benefits that fulfill their individual needs,” Imbibe marketing associate Holly McHugh told Beverage Daily.

In 2017, 27.2%% of all beverage launches in the UK and US featured functional benefits, an increase of 12.6% from the prior year according to Innova Market Insights.

Read the full article on Beverage Daily.

beverage, beverage customization, Beverage Industry, beverage trends, consumers, customization, customized beverage, flavor, flavor chemistry, functional beverage, functional beverages, functional flavors, Product Development, RTD, sustainability

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