Thriving beverage category survived—and during a global pandemic
As consumer interest grows in the healthy beverage category, brands are launching drinks that are superior in form, function and taste compared to their predecessors. In fact, the beverage category witnessed dramatic growth both in sales and innovation during the global COVID-19 pandemic as consumers sought drinks that provided a boost of functional attributes as well as a sense of normalcy. This session will look at how brands delivered innovative products to a thirsty demographic and explore white space opportunities going forward.
This session will cover:
Current and future state of the functional beverage market.
Insights into categories bolstered by COVID-19 (CBD, immunity, cognitive health, weight management, low- to -no-alcohol, coffee and teas).
Novel ingredients including adaptogens, proteins, botanicals, vitamins and minerals, flavors and colors, etc.
Formulation challenges and solutions with focus on various processing techniques.