Consumers are reaching for drinks that support immunity, gut health, energy, and overall wellness, driving explosive growth in functional waters, kombuchas, and energy-boosting formulations.

Key Trade Spotlight: The U.S., Germany, and Japan lead in innovation and demand, while the UAE and Saudi Arabia are rapidly expanding imports of wellness drinks to meet evolving lifestyle needs.

Africa and Southeast Asia are influencing global trends with bold, indigenous flavours and rising beverage consumption driven by a young, urbanising population.

Key Trade Spotlight: Nigeria, Kenya, Vietnam, and Indonesia are fast-growing consumption markets, while China and India are becoming major exporters of regionally inspired beverages.

Biodegradable, recyclable, and refillable formats are becoming industry standards as eco-consciousness rises, with a push for zero-waste models across beverage categories.

Key Trade Spotlight: Nordic countries, the Netherlands, and Germany are pioneering sustainable packaging exports, while Southeast Asian markets are ramping up imports of eco-packaged beverages due to rising regulatory pressures.

Transparency, fair sourcing, and brand activism are reshaping how people choose what to drink, with consumer loyalty tied closely to social impact and sustainability.

Key Trade Spotlight: Scandinavian markets and Canada are setting benchmarks for ethical imports, while Colombia, Peru, and Ethiopia are leveraging certifications like Fairtrade to expand exports.

From flavour customisation to smart vending, AI and tech innovations are redefining product development, consumer engagement, and retail experiences.

Key Trade Spotlight: South Korea, Japan, and Singapore are leading with AI-powered beverage tech, while Europe and North America are high-demand markets for personalised functional drinks.

Small-batch, hybrid, and upscale beverages are meeting demand for quality and experience at every price point, especially in RTD cocktails, specialty coffees, and craft teas.

Key Trade Spotlight: The U.S., UK, and Australia are dominant premiumisation markets, while countries like Mexico, Brazil, and Turkey are emerging as rising exporters of artisanal and craft beverages.