Experts note how more and more consumers — not just athletes — are striving to live healthier lives and making conscious decisions about their health.

Natural sweeteners are looking to deliver sweet solutions while accommodating consumer demands for less sugar content.

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.

With consumers’ wellness approach toward weight management, experts highlight how demand for nutritious drinks that support overall well-being is transforming the industry. 

Experts note that shifts in consumer behavior have caused beverage brands to find new ways to deliver on fortification and personalization.

As wellness trends have taken hold in the beverage space, experts highlight how natural and organic trends are impacting color choices used in the market.

Experts note that convenience, drinkability and protein content are key drivers of the performance beverage market.

The Institute of Food Technologists (IFT) returned to McCormick Place for the IFT FIRST: Annual Event & Expo where exhibitors were presented with an array of ingredient samples, interactive demos and product tastings.

As consumers become increasingly aware of their sugar intake, beverage-makers must deliver drinks that are sweet with natural sweeteners.

As more consumers are recognizing the link between immune-health and overall health, experts note that the demand for functional beverages that support immunity has never been higher.