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Just as spectators will ask how low can you go when participants are facing off in a limbo challenge, consumers are asking the same of food and beverage manufacturers. However, these requests have spread beyond traditional low-calorie refreshment to also include sports nutrition formulations.

The Institute of Food Technologists (IFT) saw more than 23,000 attendees from 90 countries come together at IFT18: A Matter of Science + Food.

More than one in three U.S. consumers are following a specific diet or eating pattern, and they are increasingly averse to carbohydrates and sugar, according to the 13th Annual Food and Health Survey, released in May by the International Food Information Council (IFIC) Foundation, Washington, D.C.

Sales of immune health shots are performing well as they are experiencing triple digit growth.

In the battle to compete, many manufacturers joined the energy shots segment, creating an entire sub-category.

As consumers strive for healthy, natural beverages, clean labels and products with simple, recognizable ingredients, natural flavors and colors are dominating the beverage aisle. Yet, expert note the term “clean label” can mean different things.

As consumers thirst for the hydrating benefits of water, they also are reaching for new flavors, varietals and types of bottled water, experts say.

Many newly developed beverages in today’s market have realized the benefits of hybrid formulations.

Ready-to-drink teas are driving growth in the tea category, particularly as consumers seek on-the-go convenience and healthier options.

The demand for products containing fiber, prebiotics, probiotics and “good” bacteria is on the rise as functional beverages to combat illnesses and improve consumers’ overall health have moved from niche products in specialty stores to mass retail and grocery store chains.