There once was a time when the term “juice cleanses” wasn’t part of our national lexicon. When a Red Bull was something you’d expect to find on a farm, not on a store shelf. But companies keep launching new drinks because Americans keep guzzling them. Beverage World estimates that per capita consumption of nonalcoholic beverages (not including water) was about 116 gallons in 2010.

Many drinks are nothing more than a blood sugar spike waiting to happen. But sometimes you need a little flavor or (gasp!) fizz that water can’t provide. So what then? “Keep it simple,” says Keri Glassman, RD, the author of The New You and Improved Diet. “Stick to natural ingredients, and use a small piece of fruit-about 60 calories-as a reference for how much is reasonable to consume at once.”

Supported by a widening consumer focus on health and rising household incomes, health and wellness continued to see robust double-digit current value growth in 2015. Percentage growth rates only slightly slowed in comparison to the review period CAGR as sales reached a higher base and some product areas showed signs of maturity. A growing number of consumers, from both top- and lower-tier cities, are trading up to health and wellness packaged food and beverages, with some even trading up to premium products such as organic rice and organic milk.

Health and wellness is expected to continue to see robust value growth over the forecast period. Growth will be driven by consumers’ increasing heath consciousness and purchasing power. Fortified/functional products, one of the main product areas in health and wellness, are expected to be the major growth driver. This product area will benefit from consumers seeking more nutritious food and beverages as they seek to become healthier.

Assess global trends regarding over-the-counter, vitamins and dietary supplements, sports nutrition and weight management products to target new product development, marketing and sales strategies.

Contrast trends of nutrition and disease prevention by healthy food and beverages versus vitamins and supplements and respond to changing regulations across countries, aligning your positioning towards regional health policies and campaigns in your key markets.