The adage “Early to bed, early to rise makes a man healthy, wealthy and wise,” highlights two important things that consumers desperately want even more than money — sleep and good health. In fact, seven in 10 global consumers say they are actively seeking out products that support a healthy lifestyle, says Carla Saunders, senior marketing manager for high intensity sweeteners at Cargill, Wayzata, Minn.
“As we near the two-year mark for the global pandemic, we find consumers embracing a more all-encompassing view of health,” Saunders explains. “They’re looking for choices that address both their mental and physical condition, especially options that address immunity, hydration and functional energy. Infusing drinks with vitamins, minerals and other beneficial ingredients enables brands to deliver on that demand.