One of the top trends in the food and beverage industry is more new products being marketed as “natural” and “functional.” This shift is being fueled by changing consumer behavior.

“Health consciousness among consumers and consumer demand for comprehensive labeling of products, ingredients and nutritional values, together with regulatory restrictions on usage of artificial/synthetic additives in beverage products, have driven the beverage manufacturers toward adoption of natural ingredients,” says Priyanka Goswami, food, beverage and agriculture research analyst at MarketsandMarkets.