Explore the growing demand for nootropic products through the latest market trends, formulation opportunities, and clinical research. Gain insights into a newer botanical ingredient called guayusa, which can enhance cognitive performance. 

The Institute of Food Technologists (IFT) returned to McCormick Place for the IFT FIRST: Annual Event & Expo where exhibitors were presented with an array of ingredient samples, interactive demos and product tastings.

As functional beverage and clean label trends continue to rise, experts highlight the impact this is having on the use of high-pressure processing (HPP) technology.

As consumers rapidly switch to healthier alternatives and embrace prevention as a tool for living a better lifestyle, experts note that interest in botanicals and adaptogens is on the rise. 

As more consumers are recognizing the link between immune-health and overall health, experts note that the demand for functional beverages that support immunity has never been higher.

Happi’s beverage combine the emerging cannabis category with the already-established seltzer category.

With growing awareness of the connections between individual health and that of nature or the environment, such interests are prompting more consumers to seek out clean label and non-GMO beverages.

Consumers gravitation toward healthy drinks is helping the tea market compete against other beverage categories, while its functional properties also resonates with shoppers. 

Los Angeles-based G.O.A.T. Fuel, the health-forward energy drink from Pro Football Hall of Famer and renowned NFL G.O.A.T. Jerry Rice, announced closing on its initial Series Seed round of financing, which was oversubscribed and raised $5 million, putting total funds raised since launching in 2020 during the pandemic at $12 million. 

With functional and hybrid beverage trends on the rise, beverage-makers are innovating and adding to their portfolios to capture a broader customer base.