Ringing in the New Year is a time for reflection and re-evaluation of life choices. Many consumers start by setting goals for self-improvement to make the coming year better than the last. After a tremulous 2020, improving overall health and wellness is at the top of the list.

In 2020, the world as we knew it was turned upside down. Coronavirus changed the way consumers shop, socialize, entertain and more which is why it will be the biggest driver of food and beverage trends in 2021.

To create a health halo around products, brands are incorporating fresh fruit flavors, botanicals and superfoods into beverages.

Finding the sweet spot for taste, texture and nutritional profile is a challenge for beverage brands because consumer sentiments about desired product attributes are changing faster than ever.

Health and wellness continues to be a catalyst for innovation, but what that term means for consumers is a moving target and is impacted by a multitude of factors such as individual need states, age, and socioeconomic status.

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.