State of Beverages 2026 Trend Report

Today’s moments are more curated, social and mood‑matched. While routines remain, drinks are increasingly intentional – shaping how moments feel and influencing the emotional experience of time spent alone or together.

Younger consumers are moving beyond a single go‑to drink, rotating fluidly across flavors, functions and categories. Rather than replacing favorites, they are building broader repertoires that flex across moments and needs.

While health remains a key driver of beverage choice, it now extends to include enjoyment and feel‑good benefits, marking a shift from the discipline‑led approach that has traditionally defined Millennials+.

While health remains a key driver of beverage choice, younger generations are expanding wellness to include enjoyment and feel‑good benefits, marking a shift from the discipline‑led approach that has traditionally defined Millennials+.