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Provenance, authenticity and artisanal processes are transforming mainstream food-bev categories. The idea of “provenance” – having a back-story anchored in heritage and trust and perhaps made in a traditional, artisanal way – is now entering the strategies of largest companies, according to 10 Key Trends in Food, Nutrition and Health 2019, the annual trend report from New Nutrition Business.

Last year, the US market for energy drinks stood at $13.4-billion; according to Mintel that’s a 5.6 percent increase over the previous year. This, plus cold brew coffee’s increasing popularity and growing sales for functional beverages of various types, suggests that consumers are seeking beverages that can provide both physical and mental fuel throughout the day.