Articles by Erin Costello

These trends reflect a dynamic market where consumers are looking to their drinks to deliver bold experiences, comforting familiarity, health-conscious options, and functional benefits.

In 2025, we can expect to see a convergence of several key trends that prioritize holistic health and personalized experiences. From liver health-focused products to sugar-inspired flavors without the added sugar, the industry is responding to the growing demand for healthier options that don't compromise on taste.

As we venture into the culinary landscape of 2024, the food and beverage industry will reflect trends bubbling up from 2023. Even so, Imbibe still expects some transformative changes coming with a new year.

While 85% of consumers say rising inflation has had an impact on the way they shop overall, there are areas in which they are not willing to compromise. Today’s brands are being pushed to be different, accessible, and to seem premium and/or customized—all while driving cost savings for their own operations.

Crafting a flavored water, even in its most basic form, comes with its own set of challenges. Formulating a non-carbonated flavored water can often be tricky for R&D teams designing a product that balances defined ingredient profiles with a holistically pleasant drinking experience.

In 2021, brands paid attention to the movement towards healthier habits. This translated to fortification and adding ingredients; or conversely, removing some maligned ingredients.

Innova Market Insight's 2021 Global Lifestyle & Attitude Survey reports that 43% of consumers are actively attempting to reduce waste and 32% are taking action to eat in moderation.