The better-for-you health movement has helped take emerging food and beverage categories from niche to mainstream. As these niche categories become more commonplace, they not only are helping themselves but also are giving a platform to other products, categories and flavors.
“Consumers are seeking to live healthier lives, and they’re looking for options that provide added health benefits without compromising on taste,” says Mukul Juneja, director of product experience marketing for Chicago-based Archer Daniels Midland (ADM). “Coconut water was the breakthrough drink to gain popularity for its hydration benefits while being a refreshing drink that was naturally full of electrolytes. Since coconut water, many other natural sources of electrolytes and hydration such as watermelon water have captured the attention of consumers.