The top trends 2026 in the food and beverage market

In 2026 the beverage industry is challenging the traditional boundaries between refreshment, nutrition and medicine. In a mixture of intention and hyper-perfectionism in every area of life, every sip of a drink must also fulfil a specific role. Now our drinks have to perform as tools for physical optimization, emotional resilience, or ethical expression. 

Driven by mistrust of highly processed products, consumers today demand products that are both enjoyable and focus on long-term vitality. To help you stay ahead and be prepared for what’s yet to come this year, AUSTRIA JUICE has identified 10 defining trends for 2026, categorised into three strategic pillars:

• Functionality
• Natural Energy
  
• Mindful Choices
  

Let's dive into each of the top trends 2026 that AUSTRIA JUICE has defined and explore what they mean for consumers and producers alike.

Pillar I: Functionality – Targeted Health in Every Sip

GLP 1
How is the GLP-1 Era transforming our relationship with food and drink?

The rise of GLP-1 drugs such as semaglutide is leading to a ‘snackification’ of nutrition, where traditional large meals are replaced by smaller, more frequent food intakes. In this context, liquids are becoming hugely important. Current eating patterns are shifting, and more consumers are turning to liquid nutrition options. At AUSTRIA JUICE, we are responding to this new demand for compact, functional nutrition with functional beverage concepts with metabolism-related nutrients. Source: foodpeople, Trendhunter

Protein Power
Why has "Protein Power" become a mainstream lifestyle requirement?

Consumers today are looking for protein ‘anytime, anywhere’ and are incorporating it into their morning rituals and afternoon snacks, because protein contributes to the maintenance and growth of muscle mass. However, ‘convenience health’ consumers demand great taste and drinkability. To meet this need for high-quality, tasty protein, AUSTRIA JUICE has developed concepts such as our plant-based protein drinks and the refreshing whey protein infused energy drinks, which ensure that functional benefits never come at the expense of enjoyment. Source: Mintel, FMCG Gurus

Gut Health
Is "Gut Health" the next major focus for holistic wellness?

Absolutely. Following the massive protein trend, dietary fibre is gaining importance by younger generations and social media trends such as ‘fibremaxxing’. Beverages are perfectly suited to delivering prebiotics in a refreshing form. Our portfolio reflects this with concepts such as Prebiotic Soda, Juices and Vitamin Waters. These beverage concepts contain dietary fibre, which can be part of a balanced diet. Source: Datassential, foodpeople

Pillar II: Natural Energy – Fuel Without the Fallout

Energy now means sustained mental clarity instead of short-lived chemical highs. Find the trends of relaxation, natural energy and hydration as follow:

Mental Balance
How is the focus on "Mental Balance" redefining drinks?

With 60% of global Gen Z consumers prioritising mental health, "relaxation drinks", featuring magnesium that contributes to normal functioning of the nervous system, are booming. Brands are increasingly using ingredients such as polyphenols and bacopa. To support this need for cognitive balance, AUSTRIA JUICE offers concepts like Lion's Mane Infused Relax Soda Wild Strawberry and our functional syrups, as well as the drinks MultiFIT and AppleFIT with enriched Vitamin C, that contributes to the protection of cells from oxidative stress.
Source: Innova, Trendhunter

Energy that Lasts
Why is the market moving toward "Energy that Lasts"?

Modern consumers are wary of the ‘jitters’ caused by strong stimulants and are looking for beverages that provide a sense of balanced vitality. This has led to the interest of clean, often sugar-free formulations that use adaptogens and nootropics as ingredients. Diversity is key in this category, as 73% of global consumers now enjoy multiple types of energy drinks to suit different occasions throughout the day. Our functional syrup “Relax” and varieties of vitamin water cater to this demand for balanced vitality. Source: Mintel

Drink to Thrive
Can we truly "Drink to Thrive" through advanced hydration?

Fluid intake is being upgraded from a basic physiological necessity to a proactive wellness ritual. It is now considered a fundamental factor in mental well-being, with 74% of adults in the UK associating optimal hydration with emotional health. AUSTRIA JUICE is at the forefront of this trend with its Cocodration range, which contains 10% coconut juice, and its isotonic and electrolyte drinks. Source: Mintel

Pillar III: Mindful Choices – The Ethics of Consumption

A conscious alcohol consumption, limited sugar intake and sustainable products are the key players in the following trends, that AUSTRIA Juice has summarized as "Mindful Choices". 

Mindful Alcohol Consumption
How is the "no-/low- alcohol consumption" movement changing social drinking?

Nearly half of Generation Z was planning to reduce their consumption by 2026, leading to sophisticated alternatives where ‘teatime is the new happy hour,’ with tea-based mocktails offering ritual and nostalgia. To meet this demand for mindful celebrations, AUSTRIA JUICE offers a range of vibrant mocktails, including favourites such as Pina Colada, Mojito and Strawberry Daiquiri. These products cater to the 24% of European adults who now abstain from alcohol completely and often seek functional benefits in their drink choices.
Source: Mintel, Datassential, Beverage Daily Webinar

Sugar Light Choices
Why is "Sugar Light" becoming the new standard for product quality?

Reducing sugar content has become an important indicator of product quality. 53% of young adults in the United Kingdom consider drinks with artificial sweeteners to be less healthy than those with sugar. Instead, there is a clear preference for “rebalancing” sweetness with lower amounts of familiar, natural sugars to maintain flavour credibility. This “sugar light” mindset is reflected in our Prebiotic Sugarfree Natural Energy concepts, which offer a balanced flavour profile without resorting to artificial additives.
Source: Mintel, Beverage Daily Webinar

Simply Natural
Is "Simply Natural" the key to building consumer trust?

In Germany, 56% of consumers believe that products with five or fewer ingredients are inherently healthier. This ‘Simply Natural’ trend favours enjoyable, clean-label ingredients such as dates and fruits over restrictive health messages. AUSTRIA JUICE supports this demand for authenticity through our NFC juices, juice shots and FNTF flavours, which offer a high-quality, minimally processed experience that justifies a higher price for 41% of buyers. Source: Mintel, FMCG Gurus, foodpeople

Planet in Mind
How does a "Planet in Mind" approach provide emotional comfort to shoppers?

Sustainability has become a source of emotional security in a chaotic world, rather than just an ethical choice. Consumers are turning away from vague corporate promises and instead favouring actionable, verifiable measures – such as upcycling or supporting local farmers. This ‘resourcefulness’ is a core principle of our fruit syrups, which offer a sustainable and efficient way to deliver intense flavour while minimising environmental impact. By focusing on native, resilient plants and responsible sourcing, brands can offer the supply chain transparency and stability that consumers demand in 2026.
Source: Euromonitor, Innova Trend Webinar, FMCG Gurus

CONCLUSION:

The food and beverage industry in 2026 is defined by a new era of “functional indulgence,” where every drink or snack serves a purpose beyond refreshment. From GLP-1-driven nutrition and protein-powered lifestyles to gut health innovations, functionality has become a core expectation rather than an added benefit. Furthermore natural, clean-label and sustainable products will not only meet consumer demands but also secure a competitive edge in a rapidly evolving market. Partner with us to transform these trends into innovative concepts that drive growth and differentiation for your business.