October 28, 2025 – Global consumers are increasingly prioritizing health-conscious beverage options. As a result, brands are evolving to address these shifting consumer preferences and provide soft drinks that are both healthy and indulgent. Sugar reduction, protein quality, and personalized wellness are a few of the trends impacting the global soft drinks market. Innova’s report, “Innovation in Soft Drinks- Global,” dives deeper into these trends and consumer preferences in the soft drink category.
Bridge the Sugar Gap with Natural Alternatives
Soft drink trends indicate that 72% of global consumers are actively limiting their sugar consumption. Nevertheless, many are hesitant to fully embrace natural alternatives. Emerging fermentation technologies are closing the gap by offering cleaner and better tasting sweeteners. This also signals that sugar reduction will rely on innovation more than substitution. For example, the brand Pretty Gutsy offers their “No Added Sugar Strawberry Digestive Soda” that includes fermented stevia.
Elevate Protein Standards
Soft drink trends show that 38% of global consumers are assessing the quality of their food and beverage selections by nutritional content. Additionally, protein intake is also on the rise. However, more than just content, consumers are increasingly placing value on protein source, quality, and absorption, making bioavailability and digestibility key product benefits. For example, Boba Tea Protein has launched a Pumpkin Spice Milk Tea product with high-quality grass-fed whey, highlighting quality, as well as seasonal flavor and protein content to capture the consumers looking to balance health and indulgence.
Soft Drinks as Better-for-You Social Companions
Functional soft drinks can be positioned as health-forward yet indulgent alternatives to alcohol. Across the board, alcohol is an ingredient that consumers of all ages are avoiding to age healthily, including over 50% of Millennials, Gen X, and Boomers. The US company, Cornbread, is an example of a brand that has launched a better-for-you beverage that can be considered alternatives to alcohol. Its hemp-derived THC seltzer is marketed as a “natural, low-calorie alternative for relaxation without the hangover.”
Personalized Nutrition & Functionality
Brands can strengthen consumer trust with soft drinks designed for specific nutritional needs. According to Innova’s consumer trends research, balanced nutrition and age or gender-specific nutrition are the top targeted approaches brands can take to tailor to specific consumer preferences. Fortifying beverages with essential vitamins and minerals can help women address PMS symptoms, their energy needs, or overall long-term health.
Appeal to Wellness-Seekers
Soft drink trends show that 48% of global consumers are interested in fortified food and beverages that support mental health. As a result, brands can capitalize on the push towards fortified beverages by offering products formulated with ingredients like essential nutrients, adaptogens, and nootropics. These cater to overall mental well-being, focus, and stress relief. Ashwagandha, reishi, cordyceps, and magnesium are also ingredients incorporated into functional drinks that can help consumers target mental wellness.
Maximize Shelf-Life & Circularity in Beverage Packaging
When asked which packaging claims raised their interest in a product, more than 2 out of 5 global consumers said shelf-life claims, including long shelf life and extended freshness. As such, brands can address this rising demand by embracing aseptic cold filling and barrier packaging. These packaging methods preserve freshness, flavor, and nutrients, without compromising quality.
Transparent & Sustainable Choices: Win Consumer Trust
Soft drink trends show that 50% of consumers want to help the environment by recycling or upcycling. Thus, brands can work to promote and accelerate the circularity of their products. One strategy can be to implement refillable, returnable bottles, incentivized through refill bonuses, and fully recycled at end-of-life to maximize their sustainability impact. For example, Sidel collaborated with PepsiCo Mexico to offer returnable PET bottles, and this partnership has led to 6 out of every 10 plastic bottles being collected and recovered.
High-recycled content aluminum packaging also helps cut carbon impact and highlights leadership in circular design. Innovations include infinitely recyclable uni-alloy beverage cans. Beyond packaging, soft drinks with recycled ingredients, such as rescued fruits and botanicals, turn beverages into sustainable and unique options.
Boost Consumer Trust with Patented Ingredients
According to Innova’s consumer trends research, the incorporation of patented ingredients into soft drinks can add a boost of credibility, demonstrating proof of safety or effectiveness. When asked which information consumers trust for food safety and quality, 41% cited reputable food brands, such as those with an existing record of transparency. Consumers also trust science, such as products backed by academic or scientific research. Moreover, providing regulatory-backed quality through agencies like the FDA or USDA is important to consumers as well.
Adventurous and Authentic Flavor Experiences
Savory and sweet combinations are rising as cross-category mash-ups that are the most interesting to consumers. Innova’s flavor trend, “Imaginative Taste Adventures” underscores this desire, as it highlights how brands are encouraging bold flavor fusions that spark curiosity and strengthen consumer engagement with adventurous flavor choices. Examples include mango chili energy drinks in Brazil or even salt vanilla lattes, as seen in Japan. These combinations deliver memorable flavor experiences for consumers.
This article is based on Innova’s Innovation in Soft Drinks – Global report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more.