In the beverage industry, trends like clean label and non-GMO are resonating with consumers. Fortified/functional (FF) beverages also have maintained their upward trajectory growing by 6 percent as health-conscious consumers seek out premium products with added vitamins and minerals, according to Chicago-based Euromonitor International’s April report “Fortified/Functional Beverages in the US.”

“Many of the best-selling fortified/functional beverages continued to stem from sports drinks and energy drinks, where products are typically fortified/functional by definition,” the report states. “… The fastest growth within fortified/functional beverages was recorded by FF non-cola carbonates and FF [ready-to-drink] RTD coffee, which experienced 17 percent and 16 percent current value growth rates, respectively.