Beyond beverages: drinking occasions boost innovation

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Today’s beverage consumers want it all: health, functionality and taste in a convenient format, to suit modern, busy lifestyles. Consumers of every age group have been shifting towards a more active, on-the-go, and digitally switched-on way of life, which has a strong influence on their approach to beverage consumption.

To meet these evolving consumer needs, new products are being developed in line with what we call ‘drinking occasions’. You can read how drinking occasions are influencing the development of new beverage concepts that deliver functionality with convenience, and health with great taste, thereby addressing the demands of the rapidly changing beverage market.