Trending Spotlight: Functional Beverages

Kevita Kombucha, Guru Lite, Odyssey Elixer, KOWA Mood Boost, Ginseng Up…consumers want sips that boost energy and mood with ingredients like probiotics, prebiotics, ginseng, matcha, guayusa, yerba mate, guarana, lion’s mane, cordyceps, ashwagandha, Rhodiola rosea, and more. These buying habits are expected to grow in 2025. According to Innova Market Insights' Top Ten Food and Beverage Trends 2025 report, 58% of buyers worldwide seek quality ingredients and products when choosing foods and beverages. With demand for added value continuing to rise, Innova’s experts suggest companies push their quality standards well beyond ingredients to continue seeing high returns in 2025. Data also points to renewed focus on gut health, naturalness in plant-based products, and flavor mashups as key trend drivers over the next 12 months. Read more on 2025 beverage trends.