Consumers Look for Functional Benefits in Beverages
Understandings of wellness have come to encompass what we eat and drink, and beverages are increasingly used as a source of nutrition and substitute for food. When Gen X and Boomers were younger, replacing food with a beverage was almost always a weight loss technique. Today’s meal replacements are designed not for weight loss (though that may be a benefit as well) but for convenience. Millennials’ desire for functional benefits from their beverages is highlighted by changing norms around meal replacement drinks.
Report: Modern Beverage Culture 2018