Architects live by the adage that “form follows function.” You could easily say beverage formulators also follow that guideline—considering that London’s Technavio, a market researcher, projects the functional food and beverage segment will grow at a CAGR of 7.8% through 2021.
Functional health benefits are delivered across categories, and they’re more frequently prevalent in platforms that consumers can enjoy while on-the go. Fad diets are out, while fringe is in (as in, consumers appreciate benefiting from lesser known ingredients).