As 2024 ends, it’s time to reflect on the trends defined this year in the beverage industry. From health innovations to sustainability efforts, 2024 has been a transformative year. At the start of the year, we identified emerging trends in The Future of Beverages: What Consumers Want in 2024 – now, we’re revisiting those predictions to see how they’ve unfolded. Here’s a look back at the key trends that shaped the beverage landscape in 2024.
Functional beverages took center stage in 2024. With ingredients like mushrooms, turmeric, and ginseng, these drinks went beyond quenching thirst, offering benefits like immunity support, mental clarity, and overall wellness. As consumers prioritize health, functional beverages have become a permanent fixture in the market.
We saw this reflected in brands like RYZE Mushroom Coffee, which gained popularity for its focus on mental clarity and energy, and MUD\WTR, a wellness-driven coffee alternative featuring adaptogenic ingredients. Similarly, Rebbl expanded its lineup of adaptogen-infused drinks, offering options that combine stress support with bold flavors.
2024 was marked by a growing focus on wellness. More consumers are seeking drinks that align with their physical and mental health goals. Adaptogens, probiotics, and plant-based ingredients were at the core of this movement, solidifying wellness-focused beverages as a long-term trend.
Brands like Moment have embraced this shift with adaptogen-infused waters aimed at reducing stress and promoting mental clarity, while Recess offers sparkling beverages infused with CBD and adaptogens to help consumers feel calm and focused. This momentum is expected to carry into 2025, with even greater emphasis on personalized wellness solutions and functional ingredients tailored to individual health needs.
Gut health was a standout theme in 2024. Probiotic and prebiotic drinks, such as Beliv’s Mighty Pop and Deeply’s gut-friendly sodas, rose in popularity as consumers sought beverages that promote digestive health. Fermented options like kombucha, water kefir, and tepache continued to gain traction as alternatives to sugary sodas.
AI played a transformative role in beverage development this year, helping brands optimize product offerings and personalize consumer experiences. From creating new formulations to refining supply chains, AI has become a cornerstone of innovation in the industry.
Coca-Cola’s Y3000 soda, developed with AI to capture futuristic flavor profiles, exemplifies how brands are leveraging technology to shape the future of beverages. Smaller brands are leveraging AI platforms to predict emerging trends and fine-tune their product offerings. This use of AI is helping both established and emerging brands meet evolving consumer demands.
Social media remained a powerful tool for beverage brands in 2024, driving awareness and engagement through platforms like TikTok and Instagram. Viral campaigns and influencer partnerships turned brands like Prime Hydration into household names among Gen Z, proving the immense impact of digital marketing.
With 70% of Gen Z following food and drink trends that go viral on TikTok, as highlighted in Stylus' Gen Z Food and Drink Trends for 2024-2025, social platforms have become essential for how consumers discover and connect with new beverages.
Sustainability became a top priority for both consumers and brands in 2024. Eco-friendly packaging and responsibly sourced ingredients were at the forefront of this shift. Brands like Boxed Water Is Better have led the way with innovative packaging solutions that minimize plastic use, while PepsiCo set a benchmark for eco-friendly practices by increasing its commitment to recycled PET. With ethical production practices becoming non-negotiable, sustainability will continue to shape the industry’s future.
Non-alcoholic beverages experienced significant growth in 2024, driven by younger consumers prioritizing wellness and mindful drinking habits. Brands like Athletic Brewing Co. have redefined alcohol-free beer with options that deliver on taste and quality, while Seedlip has led the way in zero-proof spirits, offering sophisticated alternatives for social occasions.
This shift reflects a growing demand for social, alcohol-free experiences without compromising on flavor or enjoyment. To explore more about the sober curious movement, check out our blog on Marketing to the Sober Curious.
While 2024 has set the stage for innovation, wellness, and sustainability, the trends for 2025 are already taking shape. Expect to see a continued evolution in consumer preferences and even more groundbreaking developments in the beverage industry. Stay tuned for our upcoming 2025 beverage trends preview, coming soon.
For a complete view of all our trend predictions, see our 2024 report here: The Future of Beverages: What Consumers Want In 2024.