Known for his influence on Western theater, culture and politics, Irish playwright George Bernard Shaw is quoted for once having said: “Give a man health and a course to steer, and he’ll never stop to trouble about whether he’s happy or not.” Today, as more consumers continue on a functional beverage course, experts note that many are turning to performance beverages to help manage their overall well-being.
“Consumers are looking for more than just hydration in their beverage products,” says Carla Saunders, senior marketing manager for high-intensity sweeteners at Minneapolis-based Cargill. “Increasingly, they’re turning to food and beverages to help manage health and wellness. It’s a trend that has only been amplified by the COVID pandemic.