Beverages have always had a purpose, of course, whether it’s hydration, taste, or as an accompaniment to food. Today, though, consumers are moving beyond traditional beverage categories and selecting beverages based on specific outcomes.
That kind of mindfulness is a key takeaway from Circana’s latest research on beverage trends. A parallel trend of personalization ties into purpose-driven consumption, too, as consumers opt for products that suit their own needs, lifestyles, and preferences at a particular point in time.
Finding Functionality
Health and wellness are a major focus of outcome-centered imbibing. Circana’s insights reveal strong interest in beverages that offer functional benefits such as immune health, mood support, digestive health, and energy. Energy drinks remain a hotspot, and other emerging beverages, including protein and yogurt drinks, are performing strongly across both retail and foodservice. In mixes, products with creatine have topped the $370 million mark. At the same time, the rising number of consumers on GLP-1 medications is propelling the development of nutritional drinks and shakes that support such lifestyles.
Drinks as Snacks
Many consumers who seek snacking occasions are making a choice to lift a glass instead of noshing on food. More than two-thirds (68%) of consumers told Circana researchers that they sometimes enjoy a beverage as a snack, up seven points from 2021.
What’s in It for Me?
Today’s consumers aren’t just weighing their options when figuring out what to drink: they are making what they want happen. Advances in artificial intelligence (AI) are transforming many aspects of the beverage industry, including personalized discovery. AI enables consumers to get beverages that are matched to their individual health goals, taste preferences, and occasions.
Circana’s recent “Share of Sip: Mapping the Beverage Evolution” report explored other trends in the beverage sector that impact brands, retailers, and foodservice operators.
