The top trends 2025 on the beverage market

In 2025, the food and beverage industry continues to evolve at a rapid pace, driven by ever-changing consumer demands that place a strong emphasis on health, sustainability, and innovation. As a result, companies within the industry are increasingly focusing on developing products that not only cater to the nutritional needs of consumers but also align with their ethical and environmental values. 

AUSTRIA JUICE has defined three key trends that can have a lasting impact on the food and beverage industry:

• Mindful Taste
• Vitality Boost
• Eco Essence

These trends emphasize emotional well-being, long-term health and environmental responsibility. Brands need to innovate and adapt to meet consumer demands for nutritious, ethical, and sustainable products. 
Let's dive into each of the top trends 2025 and explore what they mean for consumers and producers alike.

Mindful Taste

In 2025, consumers are increasingly prioritizing their emotional and mental well-being, leading to a demand for products that offer more than just physical health benefits. The Mindful Taste trend focuses on emotional well-being, rewarding indulgence, and balancing energy.

• Emotional Well-being:
  Nearly half of global consumers (49%) measure good health based on their mental well-being. Products that promote relaxation, stress relief, and mood enhancement are in high demand. So, Mood enhancement will be a key priority for consumers. 60 % of global consumers say they often eat unhealthily when they feel stressed.
  Source: FMCG Gurus
  
  
• Rewarding Indulgence:
  Consumers seek comfort and escapism through traditional, comforting and nostalgic flavours. 64 % of global consumers say „I would like to try some new products with old or traditional recipe-inspired flavours“. Experimental flavours are perceived as premium, reducing price sensitivity.
  Source: FMCG Gurus, Innova Trends Survey 2025
  
  
• Balancing Energy:
  With stress being a significant issue, especially among younger generations, products that help manage stress and improve sleep are essential. 47% of global consumers plan to improve their energy levels over the year. 
  Source: FMCG Gurus 2024
  
  

The Vitality Boost trend emphasizes long-term health and wellness, focusing on functional ingredients, hydration and convenient nutrition.

• Functional Ingredients:
  Consumers are more knowledgeable about their health needs and seek products that meet specific nutritional goals. Digestive and gut health are top priorities, that most drive the purchase of functional food and beverage. with products like prebiotic sparkling beverages gaining traction. High-protein energy bars for women or prebiotic drinks are popular, addressing specific health concerns.
  Source: Innova
  
  
• Hydration is Key:
  Good hydration is linked to overall health, with 43% of global consumers planning to boost their hydration levels. Innovative products like protein water are making hydration more enjoyable and convenient. The "sleepy girl mocktail," a viral beverage on TikTok, highlights the growing interest in nighttime hydration.
  Source: FMCG Gurus 2024, Trendhunter
  
  
• Snack Attack:
  Structured mealtimes are being replaced by more informal consumption occasions. Consumers are looking for healthy, convenient snacks that provide energy and nutritional benefits. Products like granola and veggie chips with high protein content are becoming popular choices.
  Source: FMCG Gurus, Trendhunter

Eco Essence

Sustainability continues to be a crucial factor in the food and beverage industry. The push for sustainability is evident in the way brands are rethinking their production processes, sourcing ingredients responsibly and minimizing their carbon footprint.

• Green Quality:
  Consumers expect brands to demonstrate how their sustainability efforts translate into additional benefits. Products with sustainability claims are gaining popularity. Brands must communicate the quality, trust, and nutritional benefits of their sustainable practices.
  
  
• Sustainable Responsibility:
  Consumers are increasingly concerned about the environment, with 73% expressing worries about the state of the planet. Brands are expected to put sustainability at the core of their philosophy. Carbon-negative products and initiatives to support local farmers and suppliers are becoming more common.
  Source: FMCG Gurus 2024
  
  
• Natural Claims:
  Natural claims are highly influential in shaping consumer perceptions of value. Products with clean labels and ingredient integrity are seen as more premium.
  Source: FMCG Gurus 2024

CONCLUSION:

The top trends 2025 of Mindful Taste, Vitality Boost, and Eco Essence reflect a shift towards products that cater to both physical and emotional well-being, long-term health and environmental responsibility. As consumers become more health-conscious and environmentally aware, brands must innovate and adapt to meet these evolving demands. By embracing these trends, the industry can look forward to a future where consumer satisfaction and environmental stewardship go hand in hand.