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Functional Beverages: Attracting the Next Generation of Innovators

The functional beverage market is booming. With consumers increasingly seeking drinks that promote health, wellness, and sustainability, the demand for innovation is at an all-time high. From adaptogenic beverages that promise stress relief to non-alcoholic options designed for mindful consumers, the functional beverage industry is one of the most exciting spaces in CPG today. 

But for companies to keep pace, they need to attract the next generation of innovators—talent that can navigate this rapidly evolving landscape and drive the kind of creative solutions that will keep them competitive. In this post, we’ll explore why functional beverages are flourishing, what traits to look for in innovative talent, and how hiring managers can attract and retain the individuals who will shape the future of the industry. 

The Functional Beverage Boom: A Market Powerhouse   

The functional beverage market is experiencing significant growth, projected to reach $129.3 billion by 2028. The rise of health-conscious consumers, fueled in part by the pandemic, has led to an explosion in demand for beverages that not only quench thirst but also offer tangible health benefits. 

Consumers today aren’t just looking for flavor—they want drinks that boost their immune systems, enhance cognitive function, and help them relax after a long day. 72% of consumers are now seeking out beverages that support their immune health, while 65% look for drinks that offer energy and focus benefits. These preferences have led to an increase in products with ingredients like adaptogens, CBD, nootropics, and probiotics—all aimed at promoting better health. 

The non-alcoholic beverage market is also seeing impressive growth, expected to expand by 31% by 2024. As younger generations, particularly Millennials and Gen Z, prioritize wellness and moderation, the demand for innovative, non-alcoholic alternatives is becoming a major driver of market innovation. 

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Why Innovation Matters More Than Ever in Functional Beverages 

As functional beverages continue to dominate, innovation has never been more critical. The market’s rapid growth presents both a tremendous opportunity and a serious challenge: how can companies keep up with ever-changing consumer preferences and maintain their competitive edge? 

Successful brands recognize that constant innovation is the key to survival in this space. This means experimenting with new ingredients, creating unique product formulations, and responding to health trends that evolve in real time. Companies that fail to innovate risk becoming irrelevant as consumers gravitate toward brands that consistently push boundaries. 

For hiring managers, this need for innovation means recruiting talent that is not only creative but also able to foresee and capitalize on emerging trends. The functional beverage market is built on novelty, and companies must continuously evolve to stay ahead of the curve. 

Key Traits of Innovators in the Beverage Industry

Hiring innovative talent in the beverage space requires a focus on several key characteristics. Innovators in this fast-paced environment need creativity, adaptability, and a deep understanding of consumer trends. Curiosity and creativity are essential, as these individuals explore new ingredients, flavors, and consumer needs, unafraid to take risks and experiment with unconventional ideas. A data-driven mindset is equally important, as innovators analyze market data and consumer behavior to guide product development and marketing strategies. Agility is another must, as trends in the beverage market shift rapidly, requiring innovators to pivot and adapt quickly. Lastly, cross-disciplinary knowledge is critical, as successful innovators understand the intersection of health, sustainability, and consumer behavior, integrating these elements into standout product offerings.

Attracting the Next Generation of Beverage Innovators

To attract the next generation of talent, companies must understand what motivates today’s workforce and structure opportunities accordingly. Mission-driven work is a major draw for younger generations, who are keen to work for businesses prioritizing sustainability, health, and social impact. Providing creative freedom is also key, as innovators thrive when they have room to experiment and lead in areas like flavor creation, packaging design, or marketing campaigns. A culture of innovation is equally important—companies that encourage experimentation, collaboration, and risk-taking will appeal to top talent. Additionally, flexible work arrangements, such as remote options or flexible hours, are becoming increasingly important in attracting talent seeking a better work-life balance.

Retaining Innovators: Building a Culture That Fosters Long-Term Growth

Functional Beverage Innovators

Attracting top talent is only half the battle. Retaining innovators requires cultivating an environment where creativity and growth are consistently nurtured. Offering continuous learning and development opportunities, such as workshops, conferences, and certifications, helps innovators stay ahead of industry trends. Recognition and reward are crucial for celebrating creative efforts and encouraging risk-taking, even if not all ideas succeed. Cross-department collaboration allows innovators to gain new perspectives and solve problems faster, while aligning individual goals with the company’s mission prevents burnout and keeps employees excited about their work.

Shaping the Future of the Beverage Industry Through Talent

As the functional beverage market continues to expand, innovation is the key to staying ahead. Attracting and retaining the next generation of innovators is essential for companies that want to remain competitive and lead the way in this rapidly evolving space. Hiring managers must focus on finding individuals who are not only creative and adaptable but also driven by purpose and motivated to push boundaries. The future of the beverage industry will be shaped by those who can foresee emerging trends and create products that meet the needs of health-conscious, sustainability-driven consumers. It’s up to today’s leaders to create the environments where these innovators can thrive and drive the next wave of growth in functional beverages.

Our Impact

In 1995, our founders embarked on a journey that would disrupt the status quo of the executive recruiting industry. We have been transforming companies and lives ever since.

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9,395

First Round Interviews

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3,000+

Total Placements

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47%

Diversity Placements

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$700M

Economic Impact

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Brent Albertson

CEO, Zing Zang LLC

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“ Our experience with Protis Global has been very positive. They have strong multi-industry CPG experience and understand our business model and standards. They know the difference between an “A-player” and a “B-player” in several functions, and the honesty around that standard helps us move faster. Mike and team set up a great process, especially in early canvassing and vetting that helps our leaders engage at the right time and make decisions fast. ”

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Colin Nolan

Executive Vice President, Mark Anthony Brewing Inc.

Beer, Wine & Spirits
Beer, Wine & Spirits

“Protis Global’s approach to talent acquisition is marked by diligence, transparency, and a genuine dedication to client satisfaction. Their strategic insights and personalized service have made a substantial impact on our organization, ensuring that we always have the best professionals driving our initiatives forward. The team at Protis Global demonstrates a keen ability to identify individuals who not only possess the requisite skills but also align seamlessly with our company culture.”

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Hilal Tabsh

Chief Revenue Officer, Glass House Brands

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“Over the last 10+ years my experience with Michael Bitar and the Protis Global team has been exceptional across multiple industries. Michael and his team work to get to the true needs of my hiring plan and partner with us throughout the process. They understand our business, company culture, what success looks like, and then propose candidates that will produce results while also fitting into our team dynamic. Overall it’s a great team and experience and I would recommend to anyone looking to hire top-notch quality candidates reach out to Protis Global and Michael Bitar.”

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Peter Iglesias

Chief Executive Officer, Bespoken Spirits

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“I highly recommend Protis Global as a top-notch recruiting agency. I have had the pleasure of working with them for the past 15 years, both as a candidate and employer in the Spirits and Wine industry. In my 25 years of experience, I have found Protis Global to be the most efficient and effective recruiting agency I have ever dealt with. Protis Global has consistently come through for me in the clutch, providing exceptional professionalism and execution in job searches and placements. Their dedication to finding the right fit for both candidates and employers sets them apart from other agencies. I have always been impressed by their ability to understand the needs of both parties and successfully connect them in a timely manner.”

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Soley Van Lokeren

SVP, People

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Non-Alcoholic Beverages

“I have been in the field of human resources for over thirty years, in executive level roles both in-house and in outsourced positions. Michael Bitar is my favorite talent acquisition professional with which I have ever worked. He cares deeply about building a relationship with his clients, learning their business, culture, challenges, and truly understanding the needs of a role requisition. His approach is mirrored by the rest of the Protis team, who are courteous, thorough, and who make you feel like you are their only client. Protis successfully delivered hires for our Chief Commercial Officer role and for three key challenging roles (in both Marketing and Sales). They are simply – the best!”

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Brian Kuz

Chief Sales Officer

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“Protis is unique in their go-to-market strategy in that they not only find the right candidate for the role, but they find the right opportunity and company for the candidate. Protis Global looks for people who are ready to make a change...I will continue to recommend Protis Global as one of the best placement agencies in the World, as I have worked on every continent and have dealt with the big executive placement firms and the boutique ones. Protis shines above all, and as long as I am hiring, I will continue to go to Protis Global first, if not exclusively.”

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Chris Hall

CEO, poppi

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“Partnering with Protis Global has been a game-changer for poppi. They understood our vision and the unique challenges we faced as a rapidly growing brand. Their expertise in executive search helped us find the right leaders who not only fit our culture but also brought the skills and passion needed to drive accelerated growth. The Protis Global team actively took our feedback and adapted the search so that we could focus on what we do best – creating innovative, healthy beverages that our customers love. They’ve truly become an extension of our team, and we couldn’t imagine achieving our success without the team members they helped us to bring aboard.”

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Chad Palma

President of Sales, Spindrift

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“Michael Bitar and the Protis team have been such a pleasure to work with over the years. Not only do they do amazing work with recruiting but we have also developed a partnership between our two companies. Michael and his team provide a crucial role in reviewing my hiring needs at the beginning of each year. Once the review is complete, Michael begins searching for quality candidates that fit the role and culture for Spindrift. He and his team do an outstanding job of finding the right candidates for the position in need. I highly recommend Michael and the Protis team for your hiring needs.”

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John Sacksteder

President, Mark Anthony Brewing Inc

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Beer, Wine & Spirits

“From the start, the relationship with Protis Global was different than other recruiting firms.  The team had a deeper level of commitment and desire to learn about our business than I had experienced with other firms. Our company was experiencing a time of exponential growth and our staffing needs were complex. We needed very experienced people across every possible function in the Operation and Supply Chain Teams and we needed them in a hurry. The Protis Global Team mobilized quickly and established a methodology to identify strong candidates and work them through the interview process in a professional and timely manner. Their grit, determination, understanding our needs and culture, sense of urgency and drive to exceed our expectations set them apart from the pack.”

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Kathleen Hutchison

Senior National Account Manager at Arla Foods

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Kayla was awesome and very thorough in her vetting of candidates. She understood our brief as we were looking for candidates and helped to weed through those who were not a good fit for the role. 

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Thomas Frisch

Chief People Officer at IJW Whiskey

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Beer, Wine & Spirits

“The team worked quickly and efficiently to find a unique position.”

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Kim Nguyen

VP of Supply Chain at Lallemand

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Beer, Wine & Spirits

Everyone involved was extremely helpful - Gary, Michael, Ben - thank you!! The team didn't only search for candidates based on the job description, but also the qualities that I look for in candidates. 

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Shashank Gaur

VP of Product Technology & Innovation

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The interview process was smooth and extremely professional. Ben and team represented me as much as they represented the company. 

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Jeremy Schulman

Regional Business Manager - Foodservice

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Consistent communication, updates, and detailed knowledge of the client. The whole experience was top notch!

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Blake T. Bermingham

Supply Chain Manager

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Very simplistic process finding the right role for the right candidate...keep up the great work! 

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Don Stohrer Jr.

CEO, Arla Foods USA

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“We’ve been a Protis Global client for eight years, and during this time have always appreciated the thoroughness of the recruitment process, as the candidates brought to us have been well-vetted, not only from a competency perspective, but more importantly from a [cultural] fit dynamic. Mike and the team have always been highly engaged to ensure they bring us candidates that match our culture. That’s been critical to the success of the candidates that have landed here by way of our relationship with Protis.”

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