Key findings

Soft drinks reshaped by affordability pressures

Inflation frustration on the part of consumers and rising costs for suppliers have contributed to declining beverage basket sizes and demand for smaller, lower-price packaging units. Private label and discount brands are gaining share, forcing major brands to optimise pricing, reformulate and craft new affordability strategies to boost both volume and margin.

Functional and healthier drinks build consumer loyalty

Tangible health benefits win trial and adoption, despite cost-of-living strain. Functional options, such as hydration powders, gut health sodas and nootropic energy/productivity drinks, are thriving in a tough pricing environment. To sustain a price premium, brands must better communicate value through wellness, using credible claims and influencer networks.

Co-creation across categories, boosted by online influencers

Limited-edition flavours and collaborations, as well as influencer (or simply celebrity) backed launches are a driving force of the non-alcohol industry in 2025. Energy drinks, non-alcoholic beer and hydration “lifestyle” drinks are some of the offerings succeeding this year, with digital-first marketing strategies engaging younger consumers.

A changing long-term channel landscape for soft drinks

Warehouse clubs, discount grocers and informal (or small, independent) outlets continue to gain share at the expense of major supermarket chains in world soft drinks, as geographic mix moves towards lower-income, faster-growth regions. Suppliers adopt channel-specific brand and pricing strategies, meeting new shopping behaviours and sustained affordability concerns.

Packaging safety debate on the horizon amid rising microplastic concerns

Consumer awareness of microplastics, BPA, PFAS and other packaging-related health risks is intensifying. The large share of disposable PET packaging from soft drinks will increase scrutiny of packaging toxicity in food and drinks. Safer, transparent and regulatory-compliant packaging material and production is essential, with glass, aluminium and BPA-free plastics gaining traction.