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Consumers are moving beyond traditional soft drinks, seeking functional beverages that offer more than just refreshment. From gut health to clean ingredients, brands like Olipop and Poppi are capturing attention through smart packaging, strategic promotion, and targeted retail placement. Understanding these shifts is essential for brands looking to stay ahead in the evolving beverage market.
What you’ll learn:
- Consumer Motivations: Why 57% of consumers are choosing modern sodas over traditional options
- Packaging & Positioning: Which designs and health claims are driving trial and long-term loyalty
- Retail Opportunities: The brands leading the charge and how competitors can break in
- Market Trends: The future of functional and zero-sugar beverages—and where the category is headed
