"The modern beverage aisle is now saturated with trendy options, reminiscent of a vitamin store, each supporting a single health benefit. Over 1,500+ new beverage SKUs were launched in the U.S. in the past year alone, with functional claims leading innovation."
"Soda no longer took account for how we live, eat, and care for ourselves today. Instead of offering better choices, it offered bigger cans, louder labels, and more ways to mask the same old problem: empty indulgence."
"Soda's fall from grace earned its place on the junk food list, synonymous with poor health. Yet, the major beverage companies, wielding all of the power, still failed to listen to consumers and find a solution to the problem."
A significant shift in consumer preferences is driving the demand for functional beverages that cater to various health needs, such as gut health and immunity. Over 1,500 new beverage SKUs were launched in the U.S. last year, focusing on functional claims. Traditional soda consumption has declined over 25% since the early 2000s due to a lack of innovation and a growing perception of soda as unhealthy. Despite this decline, carbonated soft drinks still represent a $90 billion market, indicating a loss of consumer trust rather than interest.
Read at Food & Beverage Magazine
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