Change is inevitable. The beverage category is no exception. With the heat of summer here, we’re cooling down by turning our attention to the breaking trends in beverage —industry-shifting developments like non-alcoholic drinks, functional sodas with THC and CBD, and TikTok popularity of Dr. Pepper. Just pick up a quick, non-carbonated soda before you begin, so you won’t have to get up.
New Day in Drinking
Pour one out for the old ways of hydrating. These days, everyone is sippin’ on somethin’ a little different. Non-alcoholic beverages are the third-fastest growing category over the past two years.1 This is likely driven by younger generations drinking less. Of the two youngest age-appropriate cohorts, 23% of Gen Z and 24% of Millennials reported drinking non-alcoholic beer, wine or spirits often. Compare that to the 6% of Gen X and 1% of Boomers who said the same.2
Doesn’t it seem like NA beverages are everywhere? Think back to the National Restaurant Association Show—everyone couldn’t help but notice the labor-saving, canned non-alcoholic mocktails like Per Se. Think ahead to the sporting highlight of the summer. This year, AB InBev’s Corona Cero will be the global beer sponsor of the Olympic Games. Think about the future and the next big drink in non-alcoholic beverages. It’s called ketones, and it’s giving real buzz without the booze. For everyone looking to try the trend, Hard Ketones™ offers a whole new kind of party, made with the patented Ketohol.
It seems like the bubble has popped on fizzy beverages. Gen Z is less interested in carbonation in their drinks. This generation grew up hydrating on flavored waters, like vitaminwater and Propel. Now, we’re seeing a rise in bubble-free fruity flavors, not to mention the growing non-carb alcohol category, full of fun like Mom Water, Dad Water and Carbliss. Sounds like we’re done carbo(nation)-loading.
Putting the Fun in Functional Beverages
Growing in popularity, functional beverages now make up about 10% of the total non-alcoholic beverage market, according to AP News. In fact, from March 2020 to March 2024, sales jumped 54% to $9.2B. That’s what happens when function meets fun.
Arguably nothing is more fun than the development of THC and CBD beverage products. One of our favorite seltzers from the NRA Show, Wynk, is turning heads with its four refreshing flavors and mellow doses of THC. For a beachier vibe, we advocate relaxing with the all-natural flavors of Daytrip CBD infused sparkling waters.
Get your daily vitamins on your terms—in your beverages. Vitamin-infused juices like Nestlé Vitality® can pack an excellent source of Vitamins C, B3, B5, B6 and B12 in every serving. With the convenient Nestlé Vitality® Express® Dispenser, it’s a simple solution to serve functional beverages in noncommercial spaces, like healthcare facilities.
We all need a good night’s rest, and we have different ways of getting ready for bed. One viral trend from TikTok inspiring bedtime routines, Sleepy Girl Mocktails, offers a shortcut to catching z’s. Made with the functional ingredient magnesium, plus pure tart cherry juice and lemon lime soda, it’s easy to craft in a few short minutes before unwinding. Following this trend, Target decided to prominently display cherry juice to push its product forward. Now, that’s real-time decision making (some might say real sleepytime decision making).
The Doctor Is In
Recently, Dr. Pepper has pulled ahead and now ranks as the second most popular soda brand in America. Driving the brand toward the top of the charts are the inventive partnerships and placements of the product gaining views on TikTok.
You know, secrets are fun when shared with everyone—especially when that secret is a hidden menu item like the Dirty Dr. Pepper from Sonic. This one is made with the good doctor, vanilla, sweet cream and a bit of ice. Other twists on the drink swap vanilla for coconut flavor and lime. Please be sure to stay under the speed limit when you hurry to the drive thru.
Yes, America’s fastest growing sport for the past three years is pickleball, but that’s not the only reason people are talking pickles this summer. Our favorite drive-in, Sonic, is serving Dr. Pepper with Pickles. The briny nature of pickle adds a little extra sweetness to the drink. The results are already in—this trend has garnered millions of organic impressions on TikTok.
The road to the top is paved with the promotions and partnerships we made along the way. Dr. Pepper is out to show us just that. There’s the Dirty Soda Coconut Lime Flavor Liquid Creamer from Coffee Mate. Then there’s the meatier choice, Dr. Pepper’s collaboration with Jack Link’s. Don’t think the team behind the number two soda brand forgot about dessert—there’s Dr. Pepper Float from Blue Bell Ice Cream for that. Sounds like it’s about time to get your doctorate in Dr. Pepper applications.
Courtesy of Esrock Partners, a food marketing agency located near Chicago, Illinois that specializes in the food, beverage and foodservice industries and their current market trends. For a close-up of our capabilities, see our services.