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.

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