KANSAS CITY — As the new year rolls on, beverage makers are homing in on what consumers are looking for in the year ahead: beverages that indulge and those that have functional benefits.
Some of the key trends that may influence the beverage industry in 2024 include functional formulations and label transparency, according to the International Food Information Council (IFIC). IFIC’s 2023 Food & Health Survey showed nearly 75% of Americans believe the foods and beverages they choose have a significant or moderate impact on their mental and emotional wellness, and consumers are looking for something with a little extra.
Hemp-derived THC and CBD-infused seltzer brand Wynk, from Wherehouse Beverage Co., is tapping into the “Cali sober” trend with its non-alcoholic alternative that creates “a balanced, light and social buzz,” according to the company.
New York-based Plant Press is looking at energy drinks and sees room for reformulation. The brand was founded by Ariana Farahani, who was initially on a path toward a PhD in neuroscience, when she realized that long hours of studying with coffee and energy beverages left her feeling off. After testing various formulations for her own energy drink, Farahani came up with a blend of electrolytes and vitamins that is free-from preservatives, artificial sugars, gums, and natural food colorings.
“I performed various market tests at stores in New York City, testing everything from ingredient composition, branding and shelf placement,” she said in an interview with Food Entrepreneur. “CBD was one of the ingredients I used to test the market’s appetite. I learned that most consumers enjoyed Plant Press with just caffeine and no CBD, so I pivoted according to the data.”
On the other side of the beverage industry, indulgent, yet affordable also is trending in 2024.
McDonald’s Corp. is initiating a 10-store test of a small-format concept under the brand name CosMc’s. Indulgent items featured on the menu include beverages like a churro frappe, s’mores cold brew, popping pear slush and chai frappe burst, among others.
