Any drink can quench thirst, but according to Cargill’s latest insight report, today’s discerning sippers are seeking multifunctional drinks that support wellbeing, enhance experiences, improve performance, align with social values and taste great.

The report titled, “Formulating beverages for function and fun,” notes that inflationary pressures have consumers more carefully considering their budgets. However, it suggests how consumers calculate value often extends beyond the store price. This new focus has shoppers prioritizing companies that share core ethical values like personal and planetary health. And, after the tedium of pandemic-prompted lockdown, novel experiences are worth more, too.

“Post-pandemic, consumers want to regain control of their health and their impact on the world,” said Carla Saunders, senior marketing manager at Cargill. “Product developers can empower them with healthy and sustainable beverages that deliver on function and fun.”

For many, that means reducing their sugar intake. Consumers rank sugar reduction ahead of “eating clean” (fewer preservatives, natural, less artificial, organic or non-GMO); removing negatives such as salt and fat; and adding positives like protein, fiber and other nutrients. They’re trying to limit or avoid sugar in their diet and consider “low in sugar” as one of the top indicators of healthy foods and beverages.

The report also explores the growing popularity of functional beverages, highlighted by a look at the benefits most sought by consumers – immunity, gut health and mental wellbeing – and the explosion of hybrid drinks like functional waters, caffeinated juices and sparkling tea.

As awareness grows around the role of food and drink on the wellbeing of mind, body and planet, brands will benefit from incorporating functional ingredients, prioritizing sustainable sourcing practices, and reducing (or eliminating) ingredients viewed less favorably.

For additional insight into the evolving beverage market, download the latest Insight Report from Cargill.