Cargill studies the functional benefits, values and formulation approaches that drive beverage purchases
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.