Navigating the Noise of Modern Beverages

The Evolution of Beverage As a growing wave of consumers are re-thinking what goes into their bodies, and what we offer the next generation, independent brands are forging new pathways to succeed with added functional benefits that consumers are looking for with a wider spectrum of wellness needs. First came energy drinks, now gut health, protein, metabolism, mental focus, hydration, stress, fatigue, mood, immunity, beauty, and mitochondrial cellular function, etc. Over 1,500+ new beverage SKUs were launched in the U.S. in the past year alone, with functional claims leading innovation. The modern beverage aisle is now saturated with trendy options, reminiscent of a vitamin store, each supporting a single health benefit. What We Lost Soda was king and deeply woven into our culture: indulgent, timeless, nostalgic, and personal. It was more than just a drink, it was social savoir-faire that put the cherry on top of life, creating the luxury of ritual purchases for every occasion. Then it stopped evolving. Resulting in per capita soda consumption in the U.S. declining over 25% since its peak in the early 2000s. Soda no longer took account for how we live, eat, and care for ourselves today. Instead of offering better choices, … The post Navigating the Noise of Modern Beverages appeared first on Food & Beverage Magazine.