How have functional beverage trends evolved from 2023 to 2024? Discover the shifts in consumer preferences and product innovation.

People are drinking less alcohol because they want to be healthier, not because they dislike the taste. Consumers crave complex flavors that can rival alcoholic drinks. Read more about this trend and sign up for our Trendspotting newsletter.

In a recent Imbibe survey, we learned that 78% of sports nutrition beverage consumers at least work out weekly, but uses for these products have evolved beyond the gym.

Diners crave unique flavors (55%) and mini-indulgences (75%). Popular trends include IHOP's Maple Pepsi and Chick-fil-A's Cherry Berry Frosted Lemonade. "Dirty" drinks like coffee in tea or olive juice in martinis are also gaining traction. Learn more in "Epicurated."