The coronavirus (COVID-19) crisis has created uncertainty for both consumers and CPG companies, but formulators should expect beverage trends to stay on course in the weeks and months ahead, said Holly McHugh, marketing associate at Imbibe, a Chicago-based beverage development company.
“Our lives have been turned upside down, but I think this will accelerate trends that were already happening,” she said.
Interest in products that support immunity, sleep and stress reduction will likely remain strong.
“There have been a lot of reports of people having trouble sleeping and having weird dreams,” Ms. McHugh said. “There are opportunities for sleep beverages as well as energy drinks, because people also are having a harder time getting motivated.”
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