Consumer trends are changing: and the beverage industry must innovate at a rapid pace to keep up with new preferences and demands.
And while some of the trends might sound familiar, their evolution in 2026 could see some surprising turns.
1) Health and wellness
2026 will continue the macro push towards healthier beverages. Consumers have long been demanding more in low sugar and zero sugar: and innovation continues in these areas. In 2026, that direction of travel continues: with increased scrutiny of artificial ingredients and colors as well. And it’s not just about physical health: the last few years have seen consumers think increasingly about mental wellbeing as well.
“Health and wellness has become much more mainstream,” said Ananda Roy, senior vice president and industry advisor, consumer goods and Circana. “Following the pandemic, we took a lot more ownership of our health and that has particularly meant mental health, whole body fortification, hydration, replenishment, resilience, energy throughout the day.”
And new frontiers such as metabolic health are starting to become increasingly important, observes Ravi Jhala, VP of commercialization at US functional beverage and private label manufacturer FedUp Foods. That’s where it’s less about the simplistic approach of calorie counting: and more about how the body processes fats and sugars and measuring factors such as blood pressure and cholesterol.
“The conversation has shifted away from ‘diet’ positioning towards sustainable, functionally and nutrient-dense support,” says Jhala.
2) Functionality
From coffee to soda, functionality is now making its way into every beverage category. Consumers now demand more than hydration: they’re looking for drinks that deliver energy, support cognitive health, offer enhanced hydration, or mood-altering benefits.
That means beverage innovators are turning to a wide raft of ingredients: from botanicals and adaptogens and nootropics to fiber and protein and fortification.
But what’s new with functionality in 2026? It’s this very abundance of choice that will impact how the market evolves.
In one direction, brands are honing down on niches and specific wellness needs: making functionality much more personal and specific than ever before.
In the other direction, however, brands are thinking about ‘functional stacking’.
“Consumers want beverages with multiple functions in one,” observes Jhala of FedUp Foods. “Some of the most interesting launches combine multiple benefit areas in one beverage.”
Either way, Ananda Roy, senior vice president and industry advisor, consumer goods and Circana, sees consumers becoming much more savvy and are increasingly scrutinizing beverage brands and their claims.
“What has changed, particularly in 2025 and what we will definitely see in 2026, is a lot more scrutiny of some of these benefits and ingredients,” he said.
3) Flavor exploration
Beverage development company, Flavorman, sees classics such as lemon-lime, cherry, strawberry, vanilla and orange continue to resonate with consumers.
The trend of flavor nostalgia helps tap into this: with consumers looking for simpler tastes of childhood with flavors like cherry vanilla, strawberries and cream or orange popsicle.
But Flavorman also anticipates more unique flavors showing up in 2026: ‘watch out for exciting fruits like guava, huckleberry, and sumac berry, as well as decadent infusions like white cake, churro, and Huckleberry cobbler’.
4) Sustainability
Consumers talk the talk: and they want to be more sustainable. But sustainability is just one aspect of the choices they have to make when stood in front of a beverage shelf: inflation and cost-of-living challenges are also front of mind.
The drive for sustainability in 2026, therefore, is not so much coming from consumers, as it is from retailers.
“If you are looking for a new listing in a supermarket or other retailer, it is very, very likely you need to meet their specifications for sustainability,” said Roy or Circana. “That’s usually around ingredient sourcing and traceability, but also packaging.”
Legislation is also playing a key part in shaping expectations. Legislation like EUDR (Regulation on Deforestation-free Products) and PPWR (Packaging and Packaging Waste Regulation) is creating a framework across Europe for sustainability standards.
5) GLP-1 innovation
Around one in 10 Americans now take GLP-1 drugs: and this figure is only set to rise. Medications like Ozempic, Wegovy, and Mounjaro are transforming the world: helping control blood sugar and promote weight loss by slowing digestion and reducing appetite.
They work by mimicking the natural GLP-1 hormone: making users feel fuller for longer. That’s a big deal for the food industry: but in beverages, the effect is more nuanced.
“The rise of GLP-1 use has accelerated interest in beverages that help people feel satisfied, support balanced blood sugar, and deliver more nutrition per calorie,” said Jhala of Fedup Foods.
6) The alcohol-free opportunity
As consumers continue to moderate their alcohol intake, soft drinks brands see the opportunity to up their game and become part of the evening social occasion.
In Europe, 71% of consumers now say they’re drinking less: illustrating the size of the opportunity.
Dry January, for example, boasts an official soft drink every year: in 2025 and 2026 that’s been sparkling water Dash; while in 2024 it was functional beverage Trip. Counter Culture, meanwhile, is the official kombucha of Dry January; while Belvoir Farm brings the official mocktail of the month.
Soft drinks wanting to steal share from alcohol often do so by drawing on more sophisticated, adult beverage profiles based on botanicals and complex flavor notes; or by exploring functional ingredients that bring relaxation or a buzz as a replacement to alcohol.