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Inspired Tastes

Natural Functionality in Beverage

November 2020 | CARRIE, MARKETING MANAGER

Beverages have become popular delivery vehicles for body and brain-boosting benefits using naturally sourced ingredients.  As consumers demand more from their drinks, in both function and flavor, new taste experiences include unfamiliar fruits such as Asian pear, acerola cherry and nopal cactus.

Why This Trend Will Stick

HEALTHY LIFESTYLE
“Health and wellness is important to many consumers, and information about how to achieve a healthier lifestyle is more accessible than ever, thanks to the internet and social media, - Holly McHugh, Marketing Associate.” | Imbibe

BRAIN SUPPORT
“Seeing this surge in the popularity of nootropics isn’t surprising to me,” says Beekeeper’s Naturals co-founder Carly Stein, who created honey-tasting nootropic elixirs long before other brands jumped on board. “Modern life is hard on the brain - we could all use the extra support.” | Well & Good

CONSUMER NEED
“65% of Americans look for functional benefits in their food and drink. And want immediate results.” | Beverage Daily

Here are the micro-trends we see in this trend:

• Collagen
• Digestive health
• Performance boosters
• Energy drinks

Takeaways

• Understand the functional benefits sought by your brand’s consumer. From beauty to brain health, chances are there is a natural, functional ingredient solution.
• No need to go big. Small shots may give all the flavor and functionality needed.

Allow us to be your partner to ensure your better-for-you beverage taste great. Contact your McCormick account manager or contact us today.