July 1, 2025 – In today’s challenging European economic landscape, where consumers grapple with shrinking disposable incomes, financial uncertainty, and divisive politics, the search for affordable comfort has intensified. Small, accessible pleasures that offer emotional relief are gaining prominence, with beverages emerging as a compelling solution for mood enhancement.
Innova Market Insights’ Hot Topics: Trending in Beverage Flavors in Europe report explores how flavor innovation is addressing consumer demand for mood-enhancing, feel-good experiences—positioning certain beverage categories as go-to choices for accessible moments of wellbeing without the downsides of sugar-heavy options. This report is part of Innova’s Hot Topics series, offering concise, timely analysis of fast-moving themes and shifting consumer behaviors. It complements our 360 Category Reports, which deliver a complete view of category evolution by integrating global trends, consumer insights, brand strategies, and innovation examples to support smarter, faster business decisions.
What Does the European Beverage Landscape Look Like?
Flavors are evolving to meet consumer demand for moments of wellbeing and happiness—without the downside of a sugar crash. When Europeans choose beverages for indulgence, hot drinks lead the preference, followed by juices, carbonated beverages, and iced teas/coffees, all ahead of alcoholic drinks. Respondents also expressed interest in non-alcoholic alternatives for indulgence, such as alcohol-free beers, wines, and mocktails.
With the European beverage market strongly influenced by the sugar reduction trend, achieving indulgence is now based on two key aspects: the quality of ingredients and flavor. Beverage flavor trends reveal that botanicals, especially herbal components, are being utilized across various beverage categories to create complex and sophisticated flavor profiles.
The quality of these herbal ingredients is important and should be prominently highlighted, including factors like provenance and their importance in local culinary culture, to enhance flavor perception. As flavor becomes a more integral part of promoting positive states of mind, it will be viewed as a functional component of beverages.
Do Consumer Motivations Extend Beyond Physical Concerns?
Sugar reduction is a concern for European consumers. Half of those studied in some European economies are actively trying to limit their sugar intake. Innova Market Insights has conducted research that suggests their motivations extend beyond physical concerns, such as diabetes management and dental health, and are also linked to their overall sense of wellbeing, which includes mental health.
Results in trends show that consumers in France, Germany, and the UK view high-sugar products as detrimental to their wellbeing. This perception also extends to excess salt and fat, but sugar is particularly relevant in discussions about beverages. When asked about flavor aspects that most influence their food and beverage choices, consumers indicated a preference for mood-enhancing flavors.
Is Indulgence an Essential Component of the Feel-Good Factor?
Indulgence is an element of the feel-good factor. Research by Innova Market Insights confirms that indulgence plays a role for the European consumer base in seeking moments of joy. Beverages are among the most accessible indulgences, available whenever consumers want to alleviate fatigue, take a quick break from monotony, or connect with others for social interaction.
Hot Drinks Are the Most Indulgent Category
Beverage flavor trends show that European consumers chose hot drinks as the product of choice for indulgence, surpassing alcoholic drinks and even sugar confectionery. Iced coffee was quite popular in Germany, where respondents indicated it as their preferred indulgent drink. While in Spain, juices topped the charts as the most favored beverage category.
While alcoholic beverages still hold an appeal for indulgence in Europe, particularly in the UK, Europeans opt for non-alcoholic alternatives for indulgence, such as alcohol-free beer, wine, and mocktails.
What About Sensory Therapy and Flavor Experience?
Sensory input affects our state of mind, and both flavors and scents have long been used to enhance our mood. This section presents a diverse selection of beverages designed to promote a positive shift in mindset, whether that means fostering calmness, relaxation, and comfort, or increasing alertness and stimulation. While the experience of flavor plays an important role in boosting mood, functional ingredients are often included to further support this goal.
What’s Next for Beverage Flavors in Europe?
Affordable, uplifting indulgences that fit into daily routines will be important as disposable incomes decline and political polarization rises. “Affordability” in beverages extends beyond price to include calories, sugar, and fat—elements that European consumers are keen to minimize. Unlike cakes and chips, beverages can deliver fewer undesirable components. With a focus on sugar reduction, indulgent beverages must emphasize ingredient quality and flavor.
As flavor becomes a functional aspect of beverages, we see this trend in mocktails, where bold flavors replace alcohol’s traditional role as a social lubricant. Juices are highly regarded for supporting mental health, and although the category is mature, there’s still room for growth as the demand for indulgence rises. Beverage flavor trends indicate that superfruit and herbal ingredients will remain relevant for their flavor and health benefits.
Trendy flavors, like “hot honey”—honey infused with chili—will likely migrate into juices and other beverages. While European consumers aren’t yet ready for chili as a main ingredient, hot honey offers a palatable entry point, particularly in juices and teas.
Hot drinks, iced coffees, and teas also ride the indulgence wave. While cream and syrups add richness, less calorific alternatives are emerging. Pistachio is gaining traction in chocolate, and it’s poised for premiumization in beverages. Other nut and seed flavors, such as Brazil nut, macadamia, and toasted sesame, show great potential to enhance brown-flavored drinks.
This article is based on Innova’s Trending in Beverage Flavors in Europe report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
