Functional Beverage Juggernaut Faces Tighter Regulations

Functional beverages are growing faster than the beverage category as a whole, but their escalating popularity has led to an increasing call for tighter review and approval procedures.

Food Technology Magazine | Article

Pierce Hollingsworth

The functional beverage market has been pouring it on for the past several years. Double-digit growth for sports, New Age, fortified, dairy, and other alternative drinks has far outpaced the beverage category as a whole and led all other functional food segments. Last year, the market in the United States for all noncarbonated soft drinks was $13 billion.Functional Beverage Juggernaut Faces Tighter Regulations

Propelling this wave of popularity is a two-prong marketing thrust that promotes an edgy, active lifestyle and myriad health benefits of added …







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In This Article

  1. Food Categories
  2. Fermented Foods and Beverages
  3. Food Business Trends
  4. Consumer and Marketplace Trends
  5. Food, Health and Nutrition
  6. Food, Health and Nutrition
  7. Functional Foods
  8. Food Policy

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