The flow of top trends influencing the liquid food and beverage market in 2025
Global markets continue to shift under the influence of political, economic, sociological, environmental and technological forces; in this challenging socioeconomic environment of recent years, there has been a notable evolution in consumer priorities - a progression that is expected to persist through 2025. Today’s liquid food and beverage consumers seek more than just products; they look for quality, innovation, self-sufficiency and integrity from brands. Authentic connections and alignment with personal values have become essential touchpoints.
Topics like wellbeing, health, simplicity and tradition are shaping the food and beverage industry, encouraging brands to develop offerings that align with the values and expectations of contemporary consumers.
Wellbeing continues its escalation as a costumer’s priority
As the pursuit of wellbeing becomes central to consumer lifestyles, food and beverage choices increasingly reflect this shift. Quality, sustainability and mental health are now interconnected drivers shaping choices. Consumers are demanding products with superior ingredients - ones that offer health benefits, naturalness and freshness. Notably, 61% of shoppers prioritize quality as a decisive factor when purchasing supermarket brands, prompting manufacturers to enhance ingredient standards and leverage compelling storytelling to attract value-conscious buyers[1].
Mental health, a growing priority, further illustrates this trend. Globally, 36% of consumers identify emotional wellbeing as a key health goal. Products featuring mood-enhancing ingredients such as vitamins B6, B9, and magnesium have surged, with a 51% increase in product launches over recent years. This convergence of functional and emotional benefits creates opportunities for brands to innovate beverages and liquid food that cater to both physical and mental health needs, emphasizing the holistic nature of modern wellbeing[2].
The plant-based sector has also seen transformative growth, moving beyond mimicking traditional food and dairy to embrace the inherent qualities of plants. Ingredients like fava beans, almonds, and lentils are gaining traction, with brands simplifying formulations and focusing on fresh, recognizable components. This clean-label approach resonates with health-conscious consumers who value transparency and sustainability.
Reimagining functional beverages
In this wellness centred environment, functional beverages are becoming staples. In 2024, the global functional beverage market was valued at approximately USD 243.36 billion, and it is projected to reach USD 448.97 billion by 2034, with a compound annual growth rate (CAGR) of 7.0% [3]
Products infused with proteins, adaptogens, and other functional ingredients are gaining traction, as 63% of consumers report being more likely to purchase food offering specific health benefits [4]. Packaging reflects this evolution with designs that emphasize purity and transparency.
Clear labelling, minimalist aesthetics, and technologies like QR codes are increasingly integrated, allowing consumers to connect with the product’s benefits on a deeper level and aligning with the rising demand for informed choices.
Nostalgia and cultural expressions through packaging
It seems like globalization has inspired consumers’ growing interest in exploring diverse flavors and traditions. A recent Mintel report highlights that 67% of Gen Z and Millennials are actively seeking globally inspired food and beverages[5].Packaging for these products often incorporates cultural motifs and narratives that resonate emotionally with consumers. By blending authenticity with modern design, brands foster a sense of connection and inclusivity, making cultural exploration a key part of the consumer experience.
On the other hand, nostalgia is also taking over global consumers, with nearly 65% expressing interest in traditional food and beverage options available in stores, with brands reintroducing old recipes and authentic flavors in categories like sauces, soupes and more[6]. This approach caters to nostalgia-driven demand while allowing brands to innovate within familiar formats. By blending authenticity with modern design, brands foster a sense of connection and inclusivity, making cultural exploration a key part of the consumer experience.
Engaging consumers in a digital and sensory world
Smart packaging and innovative design are revolutionizing how brands interact with consumers in a digital-first landscape. Interactive features like QR codes and augmented reality experiences allow customers to explore product origins, sustainability practices, and even recipes, creating immersive engagements that strengthen brand loyalty. Beyond functionality, packaging is increasingly designed to appeal to both tactile and visual senses. Bold typography, unique shapes, and photogenic designs capture attention online and on shelves, while textured finishes and interactive elements amplify exclusivity and foster a multi-sensory experience. These advancements reflect deeper, long-term changes that redefine the role of packaging in delivering value and building relationships with modern consumers.
The new sustainability standard Sustainability has become a non-negotiable element of the industry, driven by heightened consumer awareness and urgency to address environmental challenges. According to a 2024 NielsenIQ study, 69% of global consumers actively check for eco-friendly packaging, and 63% are willing to pay more for products packaged sustainably [7].
Brands are responding with innovative approaches such as biodegradable materials derived from plants, algae, or recycled cardboard. In 2025, the global biodegradable packaging market is projected to surpass $18 billion, reflecting a compound annual growth rate (CAGR) of 6.5% over the past decade[8].
New generations' pursuit of mindful beverage choices
A Mintel study reveals that around one-third of individuals aged 18 to 24 choose not to drink alcohol at all, with many others treating it as an occasional indulgence [9]. This shift is driving significant growth in the market for non-alcoholic beverages, which now includes a diverse range of innovative products such as alcohol-free wines, zero-proof cocktails, and craft sodas. Unlike traditional options, these beverages are crafted to offer the same celebratory and social experience without alcohol. Historically, non-alcoholic beverages struggled to deliver on taste and sophistication, often reduced to overly sweet or uninspired options. Today, however, the category has evolved dramatically. Between 2022 and 2024, consumers of no-alcohol products increased by 61 million across 10 key markets, including the U.S., U.K., and Germany, compared to 38 million for low-alcohol products[10]This surge is accompanied by innovations in flavor profiles and premium branding that challenge the stigma once associated with alcohol-free choices. As these drinks gain wider acceptance, brands are redefining the space with high-quality offerings that reflect consumer demands for health-conscious yet enjoyable alternatives.
This change reflects younger generations broader focus on health and mindfulness, with many seeking alternatives that align with their values. Packaging plays a pivotal role here, as brands emphasize modern and stylish designs to communicate quality and appeal to younger consumers. By blending aesthetic sophistication with eco-friendly materials, these brands are meeting the needs of a generation prioritizing both wellness and sustainability.