Euphoric beverages are emerging as a new category that blends functional ingredients like adaptogens, nootropics, and botanicals to offer mood-enhancing effects, potentially competing with both caffeinated drinks and alcohol. With a growing Gen Z consumer base seeking alcohol alternatives, the sector is poised for growth.
Despite escalating trade tensions and a growing Canadian consumer boycott of American products, U.S. brands still have opportunities in Canada, particularly in resilient categories like soft drinks. A poll by Leo & Dragon revealed that Millennials and Gen Z consumers remain open to purchasing American goods.
The FDA recently announced that three additional natural dyes have been approved for use in food and beverage products. While some stakeholders are quick to change their formulations, others are hesitant.
Olipop and Poppi’s social media arms race is a powerful reminder for founders of new brands that an energetic face-off competitor only energizes the entire space, according to FI’s resident CPG industry expert, Dr. James Richardson.
