Trend: Moderation. Drinking less no longer has to mean choosing something less interesting. Bubly's Berry Sparkle Sangria and Paradise Paloma translate recognizable cocktail flavours into sparkling water with no alcohol, calories or artificial sweeteners, showing how moderation is moving beyond simple removal toward preserving the enjoyable parts of the drinking experience. The emerging Cocktail Craze is therefore expanding beyond cocktails themselves. Sangria, Paloma, Bellin

Wellbeing is moving deeper into family life as parents increasingly look for healthier everyday choices that children will actually enjoy. Kids’ beverages are responding through Better-for-Kids Beverages that combine hydration, cleaner ingredient cues and functional benefits with playful flavors and formats designed specifically for younger consumers. Wave Kids captures this shift with flavored still and sparkling waters featuring ingredients such as coconut water, ocean mine

Healthy eating is becoming less about eliminating indulgence and more about learning how to include it without guilt. The rise of the “gummy bear mum” captures this shift: parents are keeping sweets, biscuits and crisps alongside nutritious foods while trying to prevent children from learning that treats are “bad” or something that must be earned. It reflects a broader move toward Healthy Indulgence, where pleasure, nutrition and balance can coexist rather than compete. Why E

Consumers still want protein, but increasingly they don't want to consume it through products that look, taste and feel like traditional sports nutrition. Clear protein sodas such as Feisty show how functional nutrition is moving from powders, shaker bottles and gym culture into refreshing drinks designed around flavour, fashion and everyday enjoyment. As protein becomes mainstream, the opportunity is shifting from creating more protein products to putting protein into produc

Wellness is no longer only about removing unhealthy habits. A new generation of consumers wants to go out, drink, indulge and enjoy social occasions while finding ways to reduce what happens afterward. The rise of pre-alcohol and hangover-support products shows how Optimization is moving into indulgence itself: consumers increasingly want the fun, but they also want to feel good enough to work, exercise and get on with life the next day. Why Everyone Is Talking About It: Cons