Experts note that shifts in consumer behavior have caused beverage brands to find new ways to deliver on fortification and personalization.

As wellness trends have taken hold in the beverage space, experts highlight how natural and organic trends are impacting color choices used in the market.

Experts note that convenience, drinkability and protein content are key drivers of the performance beverage market.

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 consumers become increasingly aware of their sugar intake, beverage-makers must deliver drinks that are sweet with natural sweeteners.

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.

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.

In today’s beverage development, formulators are layering flavors to elevate the next generation of drinks.

As more and more consumers learn about the gut microbiome and its role in overall health and wellness, experts highlight how incorporating fiber and biotic solutions can help beverage-makers meet consumers’ various need states.

As physical fitness remains top of mind for those seeking healthier lifestyles, experts note that today’s consumers not only are turning to sports drinks to deliver on recovery, but also seek such drinks to help meet overall wellness goals.