Functional beverages exist for so many need-states that it almost seems like science fiction. Need an immune boost? Can’t focus? Want brighter, more tightened skin? There’s a beverage for that.
Consumers are embracing functional beverages because they are a delicious and convenient way to absorb the inherent benefits of nutritional ingredients. In addition to fruits, vegetables and herbs that are rich in vitamins and antioxidants, beverage brands are incorporating ingredients like melatonin and CoQ10 that were previously only sold in oral supplements to help consumers achieve their personal lifestyle goals.
Improved sleep, energy, cognitive function, beauty, weight loss and gut health will be the most desired benefits from products next year but expect products that support even more personalized needs such as oral or cardiovascular health to launch as well. Several sub-trends are driving significant innovation within the functional product category.
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