The beverage industry is in the beginning of a new era. For the last several years, beverage brands have been “skating on ice” trying to meet the everchanging consumer demands for functional “better for you” packaged beverages that provide convenience. It’s really this “cat and mouse” game where consumers become more selective in their purchases, thus forcing beverage brands to make adjustments. With that said, what are four trends in the beverage industry that could have market share reshuffling power in the near term?

Functional Beverage Trends Covered Include: