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Sales of dry beverages buoyed by functionality

Consumer motivation for choosing dry beverages is shifting from value to functionality and sustainability, according to Shawn Gerstenkorn, director of marketing strategy, beverages at Kerry North America. A Kerry study finds dry water enhancer sales grew 18% the first half of 2020, the all-natural category ranks first among clean-label claims with consumers and digestive health is the fastest-growing functional attribute for dry beverage products.

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