The 2026 beverage market is poised to deliver unprecedented diversity and excitement for consumers. Driven by shifting preferences and a culture that demands more personalization, indulgence, and functionality, these trends are rapidly redefining what roles beverages fill in daily life.
As beverage industry boundaries dissolve and global consumers seek both celebration and wellness, four major trends will take center stage. They include guilt-free indulgence, the social experience of food and beverage, ultra-personalized drinks (powered by AI and robotics), and a thoughtful, health-focused approach to energy.
Indulging Without Guilt: Desserts, Protein, and Functionality
Gone are the days when enjoying a creamy, delicious beverage meant sacrificing your health goals. Beverage developers (including those at Imbibe) are now weaving together decadent flavors (think birthday cake, salted maple, and vanilla ice cream) while adding functional benefits and eliminating unwanted calories and sugar.
One better-for-you soda brand, OLIPOP, has become a top-seller in the non-alcoholic beverage category in the U.S. (CNBC, 2025) by serving up flavors such as banana cream with a side of prebiotics. One in three global consumers now turn to beverages as their between-meal indulgence (Botrista, 2025). Thanks to sweetener system advances, flavor development, and more, drinks that satisfy both cravings and health goals are no longer just wishful thinking.
An Imbibe-led survey reported that more than two-thirds of consumers believe that “unique flavor and product experiences are indulgent” and say that “rich, creamy textures make a product more indulgent” (Imbibe Proprietary Research, 2025, n=500). Premier Protein answered both asks with the launch of their indulgence line in early 2025. It included dessert-inspired flavor profiles including: Decadent Dark Chocolate, White Chocolate Raspberry, Salted Caramel Truffle, and Chocolate Covered Strawberry. Following this launch, Premier Protein reported a net sales increase of 22% during the second quarter, a strong indicator of how much this product line resonated with the public (BellRing, 2025).
Quick-service restaurants (QSRs) such as Starbucks also are leading the charge, with the addition of better-for-you options to their permanent menu offerings. Starbucks introduced a new line of Protein Lattes and Protein Cold Foam, offering between 15g and 36g of protein per 16oz beverage. High-protein offerings are responding to consumer demand for sustenance and wellness, with the global high-protein drink market surging by 122% from 2020 to 2024 (Innova Market Insights, 2025). This category is not just about athletic, health-savvy consumers: indulgent, better-for-you drinks are for anyone craving satisfaction without compromise.
This indulgent BFY space satisfies the balance that consumers are looking for, allowing them to feel more confident about grabbing their afternoon sweet treat.
Social Gatherings Focused on Food and Beverage
Social gatherings centered around food and beverage are now grounds for explosive, social-media-worthy cultural moments. Pop-ups, brand showcases, “soft clubbing,” and more reflect the modern desire for multi-sensory experiences. These events offer immersive interaction and turn routine gatherings into something exciting.
Now, what exactly is soft clubbing? This new social form has taken Gen Z and millennials by storm. Soft clubbing allows “partygoers” to have fun while the sun is out and retreat into their cozy beds once night falls. No hangovers or sabotaged sleep schedules (you might even feel better afterward)! At these events, you can find patrons sipping their trendy non-alcoholic beverage of choice and dancing to the smooth tunes of a local DJ set.
Soft clubbing replaces traditional alcoholic drinks with thoughtfully curated beverage lists—the sober-curious movement isn’t going anywhere. Eventbrite has seen 478% growth in coffee clubbing, a subgenre of soft clubbing that puts a spin on your daily coffee ritual. The rise of soft clubbing speaks to the ever-growing focus on value and self-care, especially among younger generations (Sleek, 2025).
In the realm of brand pop-ups, Jarritos (Novamex) collaborated with Taste Salud to launch Mexican soda-flavored hydration stick packs. At their pop-ups, they weren’t just celebrating a product launch—they were inviting individuals to immerse themselves in culture. Attendees were greeted with a mariachi band, colorful murals, and a documentary, Flavored by Culture, that showcased the cultural significance behind the collaboration—all while enjoying the new product (PR Newswire, 2025).
These events are the perfect mix of fun and promotion, allowing consumers to interact with and learn about the product in an engaging environment. Sharing food and drink becomes a vehicle for creating memories, establishing deeper connections, and celebrating diversity—all crucial for brands looking to engage consumers on an emotional level.
AI in Personalization and Mixology
Artificial intelligence (AI) is fundamentally reshaping the way we work—and that extends to beverage development and the subsequent user experience. AI adds enormous industry value and helps conceptualize new flavors and even manage ingredient inventories. It helps food and beverage companies innovate better and faster with the ability to handle large data sets and provide insights that could easily be missed by the human eye.
In Japan, a major beverage manufacturer turned to Gastrograph AI to solve their dilemma of declining sales. Launched in 2010, the AI platform predicts consumer preferences and provides recommendations—all as it analyzes sensory and marketing data.
The company wanted to win more female Millennials and the marketing team proposed three flavors they thought would appeal: grapefruit, strawberry, and grape. When they used Gastrograph AI and investigated their in-house sensory validation, they found that none of these were predicted to resonate. Instead, the AI recommended a pine flavor, with more than 40% of the target demographic predicted to give the beverage a perceived quality score of six (with seven being the highest).
While it would have been nearly impossible to analyze thousands of preferences manually, AI helped bridge that gap—and it unlocked a flavor choice that aligned more closely with the target audience.
Seventy-five percent of Gen-Z and Millennials use beverages as a form of self-expression and they customize drinks with sweeteners, creamers, syrups, and purees (Food Business News, 2025). Recipe-generation platforms such as BarGPT help meet this demand for individual-level personalization. This AI-powered tool enables foodservice operators to generate seamless recipes tailored to individuals with real-time ingredient adaptation. Operators can generate recipes based on desired drink attributes such as alcohol content, flavor profile, and even available ingredients—supporting next-level customization.
Ultimately, the promise of AI in beverages is richer experiences, more spot-on recommendations, and faster innovation that streamlines the consumer journey from purchase to enjoyment.
Smart Caffeination: Matcha, Hojicha, and Beyond
In 2025 and beyond, you’ll find no shortage of alternatives to your regular cup of joe. We believe next year marks the era of “gentle energy” with clean, functional ingredients designed for sustained energy without the mid-day crash.
From a survey of nearly 3,000 U.S. coffee drinkers, 36% reported negative side effects such as shaky hands, racing hearts, and anxiety—aka the jitters. Of those affected, two in three have considered switching to an alternative, with the most popular being: decaf coffee (55%), matcha (38%), mushroom coffee (22%), and L-Theanine (18%) (PR Newswire, 2025). Americans aren’t willing to give up their beloved coffee drinks without a fight—but they’d prefer a drink that doesn’t fight them back.
Consumer interest in mushroom coffee has grown by 52% year over year, as more individuals learn about the benefits of this dual nootropic concoction (Food & Wine, 2025). Typically, mushroom coffee is either caffeine-free or gently caffeinated (40–60mg per cup) and provides additional benefits through blends of functional mushrooms like lion’s mane and cordyceps, which offer sustained energy and focus. While mushroom coffee may not be for everyone, it’s worth a try for those looking for an extra boost to their routine.
For caffeine lovers that are looking to be more conscious, coffee microdosing is redefining the ritual, offering smaller boosts that help maintain energy and mood without the highs and crashes of traditional caffeine consumption (Medium, 2024). If you’re someone who can’t handle caffeine at all, a new player is entering the energy space: paraxanthine—a caffeine metabolite that touts clearer focus and fewer side effects. It’s gaining traction, with 73% YoY growth in searches (Exploding Topics, 2025). Besides being a source of energy, paraxanthine may also reduce cravings and stimulate metabolism (BevNet, 2025). While the market hasn’t quite caught up with this promising ingredient yet, its multi-benefit potential is hard to ignore.
Tea continues to be a favorite caffeine source among Americans, falling just behind coffee and soda. Green teas like matcha naturally have l-theanine and may synergize with caffeine, reducing unwanted side effects. Grabbing a matcha latte in the morning instead of a coffee-based one may help you avoid the mid-morning burnout. For those that want an alternative more akin to coffee, hojicha—roasted green tea—offers an antioxidant-rich, lower-caffeine alternative for those seeking a roasted, cozy flavor profile.
As wellness-minded consumers look for smoother, smarter ways to stay energized, brands are rising to the challenge—and the category is just getting started.
Conclusion: A Connected, Multi-Dimensional Future
These four trends—guilt-free indulgence, F&B-centric social experiences, AI-driven personalization, and smart caffeination—are united by a single theme: consumers want more than just beverages. They crave connection, creativity, and health-minded escapism from their daily routines.
Next year promises an era in which beverages are not only vessels for flavor and refreshment but also platforms for experience, identity, and wellness. These trends align with the patterns seen in occasion-based purchases, which account for half of all grocery visits (Bernicks, 2024). Whether you need a little boost of energy before hitting the gym or a relaxing elixir before bed, beverages are your secret weapon.
For brands, operators, and innovators in the beverage industry, the challenge is to deliver on these growing expectations—offering exciting, flavor-driven products that also support health and personalization. The future of beverages is inclusive and electrifying, catering to moods and moments as much as to thirst, and providing a canvas for memorable experiences at every level of daily life.
