Functional beverages driving global beverage innovation – deep dive

Once dominated by sports drinks, today’s functional beverage category includes everything from enhanced waters and cold-brew coffees to ready-to-drink (RTD) teas and juices. More importantly, consumers now thirst for clean label and reduced sugar options that not only taste good, but deliver efficacious doses of active ingredients. Immune health, energy and cognition are increasing areas of focus, while various botanicals, fibers and proteins (animal- and plant-derived) remain popular among ingredients.