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.