Health and wellness is a catalyst for innovation in the beverage industry, but what that term means for consumers is a moving target impacted by a multitude of factors such as individual need states, age and socioeconomic status. Definitions might include characteristics such as nothing artificial, no preservatives, non-GMO, low sugar, low calorie and nutrient-rich. Another definition might include additional health benefits from functional ingredients such as improved immunity, mood, energy, focus and digestion.
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