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Younger generations have become more judicious when making decisions about beverages, and many are driven by a deeper understanding of their individual biological needs coupled with the cumulative impact of making unhealthy choices regarding their diet. While most consumers don’t indulge in beer for the benefits associated with hops, some research indicates that these flowers may be used to treat a variety of ailments ranging from arthritis to diabetes and even insomnia. The expectation of ingredients that have inherent function also continues to drive innovation, especially in beverages, as consumers demand the efficient and convenient delivery of nutrients that address a variety of need-states.
Read the full article from Imbibe here
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