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Functional beverages driving global beverage innovation – deep dive

Functional beverages driving global beverage innovation – deep dive
Once dominated by sports drinks, today’s functional beverage category includes everything from enhanced waters and cold-brew coffees to ready-to-drink (RTD) teas and juices. More importantly, consumers now thirst for clean label and reduced sugar options that not only taste good, but deliver efficacious doses of active ingredients. Immune health, energy and cognition are increasing areas of focus, while various botanicals, fibers and proteins (animal- and plant-derived) remain popular among ingredients.

Takeaways for Your Business

• Energy drinks and RTD sports drinks are two of the fastest-growing beverage categories.
• Overcoming challenges in formulation, product stability and taste profile is foundational to success.
• Niche drinks (e.g., for eGamers), CBD-infused waters and customized delivery systems are on the rise.

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