Finding the sweet spot for taste, texture and nutritional profile is a challenge for beverage brands because consumer sentiments about desired product attributes are changing faster than ever.

Health and wellness continues to be a catalyst for innovation, but what that term means for consumers is a moving target and is impacted by a multitude of factors such as individual need states, age, and socioeconomic status.

Consumer expectations are a fast-moving target that influence innovation within the beverage industry.

Foodservice operators have a lot of opportunity to appeal to various need states by offering beverages that are healthier, create a unique experience, reduce environmental impact, or incorporate all three for the "holy grail" of menu options.

Health and wellness is a constantly evolving global megatrend. For the food and beverage industry, it has meant removing ingredients perceived as harmful to your body while incorporating better-for-you ingredients with functional properties like protein and probiotics.