黑天鹅数据：2025年饮料市场的未来：风味创新趋势研究报告（英文版）

US consumers are thirsty for new tastes and flavors. That's why flavor innovations will remain core to NPD strategy in the beverages category for 2025 and beyond. The reasons why consumers choose (or don't choose) particular products is tied to a complex and changing set of needs and desires. These needs are driven by, among other things, health and wellness, nostalgia, a desire to experiment or be more sustainable.