This Year’s Leading Beverage Stage: A Clear Pivot Towards Health and Hydration

The Drinks Industry's Transformation

The drinks industry is evolving. This was the clear message from Drinktec 2025 in Munich. The most compelling launches this year were designed to relax, energise, balance, or nourish. We witnessed an industry recalibrating itself around wellness, functionality, and sustainability.

Functional drinks are no longer a niche play. In the UK, functional categories have been growing at more than ten times the rate of traditional soft drinks. Globally, consumer surveys indicate that health and wellness benefits now rank higher than flavour in purchase intent for new beverages. The stakes are clear. Beverages are no longer judged solely on taste or branding. They are evaluated based on the benefits they deliver. Drinktec 2025 was the strongest signal yet that this is the new competitive arena.

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Ingredients Are the Strategy

Raw ingredients were the stars of this year’s show. Hops, once confined to beer, were everywhere. Hop waters, hop lemonades, and alcohol-free IPAs positioned hops as a botanical associated with calm and relaxation. Suppliers unveiled hop flavour platforms that deliver maximum aroma with minimal raw material. Sustainability is no longer just a supply chain exercise; it is expressed directly in flavour.

Clean labels have become the baseline. Botanical extracts, fruit concentrates, and natural colours filled the halls. Sugar reduction was a universal theme. However, what stood out was not the goal itself but the sophistication of the solutions. New natural sweeteners, flavour modulators, and blending techniques now allow products to maintain indulgence while cutting calories. Consumers expect health without compromise, and technology is catching up.

Upcycling and circularity were also evident. Proteins and fibres derived from brewing by-products were presented as both functional and sustainable. The message was simple: the waste of one process can become the input for another. Brands that tell this story well can capture consumer trust.

Ingredients are no longer hidden behind the brand; they are the brand. Successful companies will build their identity around raw materials, provenance, and the functional story that underpins them. Those that treat ingredients as commodities risk being left behind.

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Functional Beverages in the Mainstream

Functional beverages were not a sideshow this year; they were the baseline. Probiotic sodas, magnesium waters, adaptogen teas, and vitamin-fortified juices were positioned as daily wellness tools. The no and low alcohol trend has collided with functionality. Alcohol-free beers enriched with B vitamins, kombuchas for gut health, and hop-infused sparkling waters promoted as evening wind-downs are not positioned as second-best replacements for alcohol. Instead, they are proactive lifestyle choices.

Another notable shift was the migration of supplement ingredients into drinks. Collagen, omega oils, antioxidants, and even nootropic compounds were present in formulations. The line between beverage and nutraceutical is blurring fast. This trend matters because it changes the competitive landscape. It brings pharma and supplement companies into conversation with beverage producers. It also raises the bar on regulation and substantiation. Claims around gut health or stress relief will increasingly need scientific support.

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CBD in Context

CBD and hemp-based drinks were part of the conversation, but the tone was more cautious. Growth in the category continues, yet regulation remains a barrier. In the UK, the Food Standards Agency’s new dosage limits have forced reformulation. In Europe, Novel Food restrictions block many new launches.

Even so, innovation is finding routes forward. Cold-pressed hemp was highlighted as a way to preserve cannabinoids, terpenes, and the entourage effect while avoiding the regulatory complications of solvent extraction. This method provides an authentic hemp profile and keeps products compliant.

Technical innovation is also addressing stability. One packaging solution unveiled was an in-can widget designed to prevent cannabinoids from binding to the liner, protecting potency over time. These kinds of fixes demonstrate how the category is maturing: formulation is only half the battle; delivery and stability matter just as much.

CBD is still waiting for its mainstream moment in Europe, but the consumer pull is undeniable. Relaxation, stress relief, and “buzz without booze” are clear needs. Policy is the bottleneck, not demand. Brands that prepare now with compliant innovation will be first in line when regulation loosens.

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Implications for the Industry

The implications for the beverage industry are profound. As we shift from refreshment to function, from indulgence to intention, and from lifestyle accessory to lifestyle anchor, the landscape will change dramatically. Companies must adapt to these trends to remain competitive.

The focus on health and wellness will continue to grow. Brands that can effectively communicate their functional benefits will resonate with consumers. This is where the future lies.

Work with Us

Drinktec 2025 was not about what you drink, but why you drink it. The shift is clear: from refreshment to function, from indulgence to intention, from lifestyle accessory to lifestyle anchor. The real question is how quickly this transition will happen, and who will own the consumer narrative when it does.

At Tocar, we help brands and investors decode these shifts, align with regulation, and build strategies that turn market signals into competitive advantage. By focusing on the right ingredients and functional benefits, we can help you navigate this evolving landscape successfully.