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In the last half century we have seen a substantial shift in our diets and the food and drink we consume. We exercise less, we eat convenience foods and the number of people with obesity has more than trebled.
As a reaction to this, consumers are becoming more product savvy and critical of what they put in their bodies. This shift to healthier consumption is part of a ever growing ‘health and wellbeing’ consumer trend. It could be argued that this trend influenced McDonald’s to serve salads and introduced us to the ‘Superfood’ concept.
In the last five years the beverage industry has seen the largest shift towards healthy consumption for almost a decade and a new category has emerged.
This category is coconut water.