Oliva Newton John might have sung “let’s get physical, physical,” but if asked to remake the song to reflect today’s beverage market, the more apt lyrics might be, “let’s get functional, functional.” With beverage-makers increasingly seeking ingredients that deliver a specific function, the functional beverage market is addressing a wide range of product attributes, experts note.
“Health and wellness, hyper-personalization, premiumization and experience culture are driving beverage innovation,” says Holly McHugh, marketing associate for Niles, Ill.-based Imbibe. “Consumers have easy access to information online and can gather personal health data through technologies like FitBit and at-home wellness tests. As a result, consumers are frequently adapting their diets and choosing products that help them achieve personal lifestyle goals.
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