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Issue Summary

In its 2015 beverage landscape study, Mintel found consumers are pushing away carbonated soda, sugary juices and dairy milk in favor of healthier-for-you options. As such, functional beverages continue to win retail shelf space, particularly brands that emphasize convenience, creativity, taste and image while maintaining their "healthy" status. Popular categories include sports and performance beverages, energy drinks, enhanced water or fruit drinks, soy options and ready-to-drink (RTD) teas.

Besides exploring packaging, distribution, product development considerations and trends, this issue contains insight from long-time beverage industry veterans Jim Tonkin and Debbie Wildrick. The duo will join additional presenters at a special Beverage Marketplace workshop on Thursday, April 20, as part of Ingredient Marketplace in Orlando, Florida.

Table of Contents

Viewpoint: Putting the Functional in Beverages
by Judie Bizzozero

Rising Obesity Rates in the Gulf States Create an Opportunity for Health-Positioned Beverages
by Matthew Berry

The 7 C’s of Beverage Success
by Heidi Rosenberg

Route to Market Alignment and Beverage R&D
by Debbie Wildrick

The Enhanced Beverage Marketplace
by James S. Tonkin

Changes to the Serving Sizes for Beverages
by Justin Prochnow

SupplySide & Vitafoods Global Storefronts Directory

Takeaways for Your Business

• Brands are leveraging "drinkable breakfast" and "liquid snack" concepts for active consumers.
• Functional brands must account for product packaging and merchandising considerations at retail.
• 2016 regulatory changes in serving size could affect a beverage’s range of permissible label claims.