Cannabis: The Healthy Beverage Trend

Over the past five years, the top twenty-five US food and beverage companies have experienced an $18 billion loss in market share to craft brands. An increasing consumer focus on health and wellness focus combined with elevated stress levels has driven beverage innovators to focus on functional benefits, often with natural ingredients and experimental flavors. Over 50% of consumers state an interest in calming effects from their drinks, perhaps explaining the rise of the cannabis beverage as a replacement for caffeine and alcohol.