Performance beverages were once a go-to solution only for athletes and fitness-minded consumers, but recently more and more consumers are turning to these products to enhance their everyday lives.

As consumers focus on their health, many are looking to reduce sugar intake. However, because they still desire the sweet profile, beverage-makers are turning to more natural, less processed sweeteners.

Consumer demand for immune-supporting ingredients is on the rise, leading beverage brand and ingredient companies to innovate with immune-health-focused ingredients that push the envelope.

Data shows that more consumers value clean-label ingredients for beverages. However, sourcing these ingredients as well as producing clear labeling surrounding a vague “clean label” definition are among challenges beverage brands face.

Beverage-makers are integrating “wellness” flavors to feed consumers demand for better-for-you beverages.

The sports nutrition market is expected to reach $31 billion by 2025. Beverage manufacturers are releasing supplement powders, shots, sticks and beverages designed to give athletes and everyday consumers better bone and joint health.

With consumers paying more attention to their overall health by curtailing sugar, consumers’ positive perceptions of natural, non-GMO plant-based sweeteners like stevia and monk fruit have contributed to $5 billion in sweetener category growth.

Consumer packaged goods (CPG) manufacturers are formulating with a host of functional ingredients that are designed to make the aging process less strenuous and more focused.

As the functional and flavorful capabilities of domestic and exotic fruits continue to be experimented with, a healthy mix of traditional and emerging combinations are on the horizon for beverages, experts note.

Historically an upcycled byproduct within the coffee production process, coffee fruit’s sustainable characteristics and health benefits could present opportunities in beverage development.