Beverages meet needs spanning from basic hydration and fun libation to fortified function. With an estimated 65 percent of consumers always having a beverage on hand, even a crowded marketplace can accommodate new players. Meal-replacement beverages; nutrient-dense, sugar-sparse drinks for kids; and more natural, creative alcohol-based options are areas of potential growth. Plant-based protein, prebiotic fiber, collagen, vitamins, adaptogens, cannabidiol (CBD) and nootropic ingredients such as ginseng and lion’s mane mushrooms also remain popular.