Trends and Innovation in the Wellness Beverage Marketplace

The functional beverage category has achieved high momentum in the market. The category’s growth trajectory reflects a fundamental shift in consumer expectations: Beverages are no longer just refreshment but targeted wellness solutions that can benefit health or even function like supplements. For wellness beverage brands and retailers alike, this shift presents substantial opportunities to capture consumer investment in products that deliver authentic, science-backed benefits while simultaneously addressing multiple wellness priorities.

In this dynamic session, hear the latest insights, trends and innovations from SPINS, Whole Foods Market and Advantage Solutions, and from rising and established beverage leaders like Lifeway Foods, Aonic and Lily of the Desert.