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Beverage trends including gluten free, non-GMO, plant-based and low- or no-sugar are resonating in the marketplace as consumers are looking for more than a “diet” to help them manage their weight.

The usage of vitamin D and K in combination bolsters immune support, while botanical extracts, such as acerola, beetroot and yerba mate, provide vitamins and antioxidants. Minerals such as zinc also are trending.

As consumers up their healthy lifestyles, they are searching for natural, clean label and non-GMO color products. Fact.MR estimates that the global natural food colors industry will reach $17 billion by 2031.

Performance beverages were once a go-to solution only for athletes and fitness-minded consumers, but recently more and more consumers are turning to these products to enhance their everyday lives.

As consumers focus on their health, many are looking to reduce sugar intake. However, because they still desire the sweet profile, beverage-makers are turning to more natural, less processed sweeteners.

Consumer demand for immune-supporting ingredients is on the rise, leading beverage brand and ingredient companies to innovate with immune-health-focused ingredients that push the envelope.

Data shows that more consumers value clean-label ingredients for beverages. However, sourcing these ingredients as well as producing clear labeling surrounding a vague “clean label” definition are among challenges beverage brands face.

Beverage-makers are integrating “wellness” flavors to feed consumers demand for better-for-you beverages.

The sports nutrition market is expected to reach $31 billion by 2025. Beverage manufacturers are releasing supplement powders, shots, sticks and beverages designed to give athletes and everyday consumers better bone and joint health.

With consumers paying more attention to their overall health by curtailing sugar, consumers’ positive perceptions of natural, non-GMO plant-based sweeteners like stevia and monk fruit have contributed to $5 billion in sweetener category growth.