Consumers striving to be healthy isn’t a new trend. However, how consumers approach their health and wellness has drastically changed. The rise of clean-label, non-GMO, organic and better-for-you products are impacting purchase behaviors across generations. In fact, the Netherlands-based Innova Market Insights notes that savvy consumers making “mindful choices” and seeking “lighter enjoyment” are the Top 2 trends in the beverage marketplace this year.

In its 2017 “Functional Drinks” report, the market research firm reports that 27.2 percent of all beverages launched globally in 2016 featured functional benefits, rising at a compound annual growth rate of 12.6 percent between 2012 and 2016. In 2017, 30.5 percent of all functional drink launches were vitamin/mineral fortified, while 22.8 percent contained high amounts of protein. Rounding out the Top 5 were energy/alertness (20 percent), digestive/gut health (19 percent), and antioxidants (12.7 percent).