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.

With more consumers seeking reduced-sugar or sugar-free drinks, experts note that beverage-makers are turning to sweeteners such as stevia, erythritol, monk fruit and allulose to deliver products without sacrificing on taste.

Given the demand for ingredients that support cognitive health and energy enhancement, ingredient suppliers caution that formulation is more complicated than simply adding into the formula.

With consumers’ brains in overdrive, many are turning to beverages that support their mental well-being.

Consumers are more knowledgeable nowadays; therefore, they hold their food and beverage choices to higher standards, experts note.

The COVID-19 pandemic illuminated consumer interest in vitamins and minerals. Experts note that more of today’s consumers are awakening  to “better-for-you” (BFY) beverage trends as they continue to seek drinks that provide fortification

New beverages today are turning more and more to natural colors as clean label and holistic views of health connect with an increasing consumer base.

Today, as more consumers continue on a functional beverage course, experts note that as such, many are turning to performance beverages to help manage their overall well-being.

A true influencer for today’s beverage formulations is sweeteners as more consumers are looking at sugar content and sources when making purchasing decisions.

The Institute of Food Technologists (IFT) returned both in-person and online with a new and improved lineup of content and programming as part of IFT FIRST: Annual Event & Expo.