There's a shake-up underway in the beverage category – and, as with most cultural shifts, the younger generation is leading the way. New beliefs and behaviors are elevating beverages' role in the daily diet.
In Cargill's latest report, we dig into the growing fragmentation in the beverage category and the resulting opportunities for innovation.
- Generational beverage attitudes, from millennials to boomers
- 9 aspirations for millennial beverage choices
- Shifting approaches to alcohol
Learn more in Beverage Beliefs: Young Consumers Usher in New Era of Drinkable Nutrition