Functional foods will be the hot trend for the next decade or so, and while consumers may not know the category as such, they are looking to these foods for additional nutritional benefits, especially protein, which attracts all age categories, according to Jeff Hilton, an industry consultant. Beverages are especially attractive to consumers in the category. "Beverages have always led the way in terms of functionality. It's accessible, easy for consumers to wrap their heads around. And it's an easy commitment to buy a single serving," Hilton said.
Analyst: Protein is "king" among functional foods
SmartBrief Job Listings for Food & Beverage