Flavor Is Still Important To Consumers Looking For “Better For You” Beverages

Traditional beverage brands that have relied on flavor – especially from sugar content – will continue to have a tough time in today’s market, thanks to changing consumer habits. But the climate of uncertainty is nevertheless “a breeding ground for innovation and creativity,” according to Clark McIlroy of distributor Red Star Brands. The desire for food and drinks considered healthful, or at least less unhealthful, has not only spurred the entrance of new competitors, it has forced classic brands to reformulate, and risk the loss of what it was that made them “special.” Despite these trends, however, successful brands will always emphasize flavor. “Simply providing a ‘better for you’ product isn’t enough for modern consumers,” McIlroy says.