American rapper, singer and record producer A$AP Rocky, when asked about his life growing up, said: “For me, growing up in Harlem and then migrating down to SoHo and the Lower East Side and chillin’ down there and making that my stomping ground. ... That was a big thing, because I'm from Harlem, and downtown is more artsy and also more open-minded. So I got the best of both worlds.” Within the beverage space, experts note that today’s consumers also are seeking out “the best of both worlds” as they desire functional beverages that no longer compromise on taste.
“The pandemic has greatly affected how consumers perceive their health and how they believe beverages can help keep them healthy,” says Shawn Gerstenkorn, director of marketing strategy, North America Beverages at Kerry Taste & Nutrition, Beloit, Wis.