Kraft Heinz raised R&D spending 22%, focusing on functional nutrition innovation. PowerMac and Capri Sun Hydrate show early traction, while Philadelphia Lactose Free expands distribution. Emerging markets and foodservice offer growth opportunities for ingredient suppliers.
Consumers want non-alcoholic drinks that deliver functional and emotional benefits, not just refreshment. Sweetness remains important, but more complex flavors, such as spicy, bitter, botanical, and sour are gaining appeal. Brands should design different beverages for specific occasions, social settings, and consumer needs rather than relying on one product for every moment.
Industry experts see a shift from single-sweetener swaps to full sweetener systems to build texture, flavor, and functionality. Layn, HTBA, and Tate & Lyle spotlight their recent advancements in sweetener solutions and how they solve sugar reduction’s biggest challenges. The companies pinpoint GLP-1 users, clean label demands, and Asia-Pacific beverages as some of the biggest opportunities.
