July 1, 2025 – As European consumers are grappling with declining disposable incomes, economic insecurity and an increasingly polarizing political climate, small daily indulgences that help dissipate their existential worries are becoming more important than ever. And beverages fit the bill perfectly.

This report illustrates how flavors are stepping up their game to give their audience what it wants – cherished moments of wellbeing and happiness that do not come at the price of a sugar crash.

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