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Insights

Consumers see smoothies as the best vehicle for health and functional benefit customization

Imbibe highlights seven smoothie trends reflecting consumers' emphasis on health and personalized choices. Customization is key, allowing individuals to incorporate functional ingredients aligned with their taste preferences and dietary needs.
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functional beverages

Carbonation 2.0: Cognitive health, botanicals, and alternative protein sources all drive functional beverage category

Ilana Orlofsky, Marketing Coordinator at Imbibe, predicts that the future of functional beverages will prioritize naturally functional ingredients over fortified nutrients. Carbonation will feature prominently across categories, with innovation driven by new functionals.
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