Even before COVID-19 hit the United States last year, consumers already were taking a more holistic approach to health and wellness, scanning store shelves and searching online for clean labels and functional beverages, powders and supplements to help them be as “fit as a fiddle.” As a result, beverage companies are striving to be “as right as rain” to give consumers the innovative new products they’re thirsting for.
Over the past 11 months, the pandemic has changed the way consumers shop, socialize, entertain as well as the types of foods and beverages they consume. Although vaccines have been developed and are in distribution, the pandemic is affecting beverage trends and overall health and wellness, expert note.