September 10, 2024 – This report highlights key trends shaping the market for functional beverages in Europe (East and West), from macro-level influences through to category and product-level trends. It examines the consumer drivers that could inform future innovation, alongside discussion of market sizing, category dynamics, new product launch trends and innovation examples. Analysis of key impacts for the consumer, the industry and the marketplace is followed by a discussion of what’s next opportunities for the future.

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