Where does innovation happen? In the retail aisle, according to Trends and Innovation in the Wellness Beverage Marketplace, one of the hosted education sessions at Natural Products Expo West. Now more than ever, the beverage industry is seeing the reflection of consumer desire for health and wellness showing up in their shopping options.
The Shift to Functional Beverage
Alice Mintz, SPINS director of brand strategy, posed a crucial question: How can traditional beverage segments evolve to meet modern consumer needs? The trend of “drinking our nutrition” is reshaping product development and category growth. Natural, clean label ingredients are a priority, and honey is uniquely positioned to help brands meet this demand by offering functional benefits, natural sweetness and label transparency.
Emerging Trends in Beverage Growth
Beverage brands were segmented into four categories:
1. Legacy Leaders: Established staples like milk, traditional soda and shelf-stable juices.
- Prebiotic and fiber-rich sodas currently hold only 6% of the total beverage market but drive 27% of growth.
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