Health and wellness properties continue to drive flavor choices for many beverage formulators as health-conscious consumers are realizing that in addition to various health benefits, beverages also can be refreshing and flavorful.

“The overarching health and wellness trend is the driver behind a multitude of the smaller micro trends that fall under the health and wellness umbrella,” says Victoria Vaynberger, marketing and consumer insights manager at David Michael & Co., Philadelphia. “Natural and ‘authentic’ are being sought after by consumers in hopes of a greater transparency between the packaging of a beverage and what’s actually inside of it. … Consumers are also hungering for functionality from their beverages, which lends itself to flavors from sources known to deliver functional benefits.”