In 2026, the beverage industry operates under a single mandate: "Health is Wealth." Consumers no longer view drinks as mere thirst-quenchers; they see them as liquid investments in their personal vitality. This change has prioritised "Functionality" in product development, leading to recipes that include ingredients seen as beneficial by consumers. Consumers associate beverages with helpful everyday functions – such as feeling balanced, satisfied for longer, or experiencing overall digestive comfort.
AUSTRIA JUICE has defined the Top 10 Trends for the year 2026 and divided them into three pillars. In this article you will learn more about the trend of "Functionality", which is the first of the three strategic pillars:
The rising popularity of injectable weight loss treatments is shifting global consumption habits and forcing us to rethink how we develop beverages. In the UK, 35% of adults – and nearly half of women aged 18 to 34 – express significant interest in these pharmaceuticals. Source: Mintel
While effective for weight loss, these drugs often trigger physiological side effects such as increased risk of dehydration and loss of lean mass. This creates a stronger demand for so-called ‘companion drinks’ that provide more than just hydration. The opportunity for manufacturers lies in developing beverages, designed to complement daily routines of consumers undergoing GLP‑1 therapy, for example by offering mineral‑rich beverage concepts. The effect of GLP-1 drugs causes a major change in eating habits, known as ‘snackification,’ where compact nutrient carriers replace full meals. Source: Trendhunter
This is a functional requirement, as an estimated 70–80% of users suffer from gastrointestinal discomfort or nutrient deficiencies due to reduced food intake. In addition, side effects such as nausea and diarrhea make intensive fluid intake imperative, resulting in higher demand for electrolyte-containing solutions that support users both during treatment and in the high-risk transition phase after taking medication. As taste perception can also change during treatment, beverages must serve as efficient, nutrient-rich carriers that fit into a ‘mini-meal’ lifestyle. While these treatments suppress appetite, the traditional "value-for-size" model is being replaced by a focus on quality over quantity. Small packaging is becoming a strategic necessity; for instance, 55% of UK consumers find 150ml "mini-cans" ideal for "permissible indulgence," allowing them to enjoy premium flavours without the physical discomfort of over-consumption. Source: Trendhunter, the foodpeople, Mintel, FMCG Gurus
At AUSTRIA JUICE, we address these specific needs with functional beverage concepts with metabolism-related nutrients and balanced electrolyte formulations that help maintain proper hydration. These are created to accompany consumers throughout lifestyle changes that occur during GLP‑1 use.
Protein has officially shed its reputation as ‘only suitable for bodybuilders’ and is now is increasingly associated with active lifestyles and balanced nutrition. The market is undergoing a ‘protein boom’, with the nutrient no longer seen as a food supplement but as an essential part of the daily diet. This trend is being driven by growing concerns about nutritional gaps: around 21% of US consumers and 28% of Generation Z fear that their current daily protein intake is insufficient to meet their wellness goals.
This has led to a spike in demand for protein-enriched products across all beverage categories, from sparkling water to wellness juices. As this trend matures, the industry is moving past simple functional claims toward sophisticated discussions on protein quality and absorption. Despite high demand, explicit weight management claims remain underleveraged in new launches, leaving a significant opening for beverages that educate consumers on their specific daily requirements. Culturally, the category is also stepping out of its masculine, muscle-centric image in favour of inclusive, lifestyle-driven positioning. By 2026, successful protein drinks will lead with visual appeal and community-focused branding, moving protein into the realm of personal growth and daily holistic wellness rather than just sports performance. Source: Mintel, Innova Trend Webinar, Beverage Daily Webinar, Euromonitor.
The formulation of the product is equally important. Consumers are turning away from heavy, powdery meal replacement shakes in favour of lighter, more refreshing alternatives. Mintel data shows that 44% of British soft drink consumers now prefer protein-enriched versions of familiar beverages such as tea, coffee or juice. However, the ‘sensory challenge’ remains the biggest hurdle for the industry. Around 27% of customers avoid plant-based protein drinks because of their bland or bitter taste.
The AUSTRIA JUICE experts solves this technology challenges in concepts like plant-based protein drinks or whey protein infused energy drinks. By applying advanced flavour masking technologies, our concepts enable protein‑enriched beverages with a refreshing sensory profile.
Digestive well-being has grown from a niche topic to a cornerstone of holistic health. Today's shoppers consumers increasingly seek beverages with fibre as part of a balanced diet and link microbiome health to everything from immunity to mental clarity. Soft drink formulations with prebiotic fibres like chicory inulin can be part of everyday fibre intake. These changes are also reflected in product innovation: the proportion of newly launched carbonated soft drinks with prebiotic or probiotic properties has risen significantly last year worldwide to 3.4%. Brands are now competing to deliver the most effective method of providing fibre and live cultures in convenient, tasty ways. In 2026, fibre is set to become the "new protein," propelled by social media movements like “fibermaxxing” and a growing interest in Asian longevity trends. This is particularly visible among Gen Z, where 60% express a strong interest in high-fibre formats that offer a natural alternative to ultra-processed health solutions. Sources: Mintel, Datassential
Beyond basic digestion, fibre is often serving as a natural "companion" to mitigate the constipation associated with GLP-1 usage. High-fibre sodas and prebiotic waters can move from the pharmacy shelf to the daily fridge, serving an ageing, nutrient-conscious population. Sources: Euromonitor Trend Webinar, Mintel, the foodpeople.
As the microbiome trend becomes more widespread, scepticism about synthesised ingredients is also growing. In the UK, 53% of consumers aged 16 to 34 consider artificial sweeteners to be less healthy than real sugar, leading to a huge switchover to fibre-rich, “simply natural” drinks made from real fruit. This priority for “clean labels” means that there is a growing preference for functionality derived from recognizable, naturally sourced ingredients. AUSTRIA JUICE’s latest concepts, including the prebiotic soda, gut-health-inspired juice, and vitamin water, include natural chicory inulin and high-quality fruit juice content. Source: Mintel
CONCLUSION:
In 2026 one of the Top Trends is functionality. It is no longer a niche differentiator—it has become a defining expectation across all categories. Consumers increasingly look for drinks that fit seamlessly into evolving lifestyles shaped by GLP‑1 habits, protein‑focused nutrition, and growing interest in fibre‑rich choices. In this landscape, successful concepts balance purposeful ingredients with enjoyable taste, natural cues, and clear formulations.
For manufacturers, this shift opens the door to a new generation of beverages: smaller formats that cater to mindful consumption, protein‑enriched everyday drinks, and fibre‑forward refreshments shaped by clean‑label priorities. Across all these trends, the opportunity lies in merging contemporary functionality with the simplicity and sensory quality that consumers trust. With its broad portfolio of natural flavours, extracts, and innovative formulation concepts, AUSTRIA JUICE supports brands in bringing these next‑generation functional beverages to life - creating products that resonate today and set the stage for tomorrow’s routines.