Westrock Coffee Co. recently published a report that found nearly one-third of U.S. coffee drinkers expressed interest in beverages that deliver targeted health benefits.
With more interest in the brain-body connection, consumers increasingly are seeking beverage solutions that not only support cognitive health, but also mental and emotional well-being.
With the continued blurring of lines in the functional beverage space, experts highlight how the energy drink category can rise above the clouds by expanding on wellness attributes, variety and accessibility.
Although on-the-go lifestyles are prompting interest in beverages with an energy and cognitive focus, experts highlight that purity and effectiveness are leading new product development.