Recent research conducted by EHL Hospitality Business School, a leading university in hospitality management with campuses in Switzerland and Singapore, reveals that people are adopting a more “sober curious” approach to their beverage choices. This shift in consumer preferences is steering them toward options that are not only healthier but also more sustainable and premium.
As we look ahead to the upcoming year, several megatrends are poised to dominate the beverage landscape. These trends align with the growing demand for drinks that promote well-being, social responsibility, and sustainability. One noteworthy movement gaining momentum is mindful drinking, where individuals are opting for beverages that align with their health-conscious choices.
Functional healthy beverages are experiencing a surge in popularity. These drinks offer added benefits beyond quenching thirst and include ingredients known for their health-enhancing properties. CBD-infused relaxation drinks are expected to be at the forefront of this trend. While CBD-infused beverages don’t produce a “high” like some other CBD products, they are recognized for their potential to promote relaxation and boast anti-inflammatory properties.
Additional trends on the horizon include the resurgence of bubble tea, the beloved Taiwanese beverage, and the embrace of sustainably made and packaged drinks like boxed wine. The perception of boxed wine has evolved, with industry experts acknowledging that it doesn’t necessarily equate to poor quality. Instead, boxed wine offers sustainable and economic advantages that are becoming increasingly appealing to consumers.
The category of “functional healthy beverages” continues to grow, with drinks such as kefir and kombucha gaining popularity. These fermented beverages are riding the wave of the ongoing conversation about gut health, contributing to a financial growth of over $1 billion, representing a 5% increase in the industry.
Even premium drinks are getting in on the action, as many spirit companies introduce canned cocktails for immediate consumption. For those who prefer a classic, drinks like gin and tonic are now conveniently available in cans as well.
