Dive Brief:
- Beverage trends in 2018 are expected to be hyper-personalized and even more specialized than what occurred this year, Imbibe marketing director Laura Dembitzer said in Prepared Foods. The next generation of product launches will build on recent health and wellness innovations, resulting in beverages made with less sugar, added functional ingredients and greater sustainability, she added.
- Instead of soda, consumers will continue to choose sparkling beverages such as water and juice that they perceive to be healthier, despite the sweeteners, colors and preservatives these products may contain, Dembitzer said. Nitrogen-infused beverages also will expand from coffee and beer into teas, protein waters and juices.
- Value-adds like adaptogens and botanicals such as ashwagandha (Indian ginseng), lavender and curcumin (the active ingredient in turmeric) will also be popular. Dembitzer credited the rise of the adaptogen trend to REBBL Elixirs, which launched last year. “If you keep your finger on the pulse, you know protein shows no signs of slowing,” she wrote for Prepared Foods. “In fact, expect more products like high-acid protein waters and protein fortification in hot applications like coffee, tea and hot chocolate.”
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