The following is a closer look at a trend called Smart Sips from quench’s 2025 Food & Beverage Trends report. Visit the Trends page on the quench website to request a customized presentation of the report for your brand’s team.
Water’s just the beginning. Today’s consumers want their drinks to do more—support digestion, sharpen focus, boost immunity, even help them chill out. Enter functional beverages: a fast-growing category redefining what it means to quench thirst.
From adaptogenic teas to sparkling waters with prebiotics, the new wave of beverages is all about purpose. People are scanning shelves for drinks that serve a need—be it energy without the jitters, stress relief without the wine, or hydration with a side of vitamins. And they’re willing to experiment, as long as it tastes good and delivers on its promise.
Health-conscious shoppers are especially drawn to drinks that multitask. Nearly two-thirds prioritize low sugar, and they’re actively avoiding artificial ingredients. So the most successful brands are getting creative—blending functional benefits with natural ingredients, bold flavors, and fresh formats that fit into fast-paced routines.
This isn’t just a wellness trend—it’s a lifestyle shift. Beverages are becoming daily rituals, tied to specific goals and mindsets: a morning energy boost, a midday digestive aid, a nighttime wind-down tonic. The right sip at the right time can feel like a small but powerful upgrade to the day.
As demand grows, so does the expectation for transparency, effectiveness, and great taste. It’s a competitive space—but also one full of opportunity.
NEXT STEPS FOR BRANDS
Focus on benefits that resonate—energy, gut health, immunity, stress relief—and clearly communicate them on packaging. Keep sugar low and flavor high. Look to natural, functional ingredients like adaptogens, nootropics, and probiotics. And remember: format matters. Single-serve, ready-to-drink, smart sips fit the lifestyle of the modern wellness consumer.
