ADM has released its new consumer insights report, examining how the non-alcoholic beverage landscape is evolving as consumers increasingly seek drinks that fit in with their lifestyle goals.
The multinational food processing company identified eight occasion-based beverage consumer segments across nine global markets, including Germany, the UK, the US, South Africa, Nigeria, Saudi Arabia, Brazil, Australia and Vietnam.
These revealed the following three shifts creating new opportunities for innovation:
- drinks that deliver both feeling and function
- flavour complexity through layered sensory experiences
- pairing the right beverage with the right moment.
Function with feeling
This trend encompasses the emotionalisation of functional beverages, with consumers balancing familiarity with functionality rather than simply buying for benefits alone.
They increasingly choose drinks based on how those benefits make them feel and that emotional connection is reshaping value.
Consumers are now considering how a drink makes them feel — and what "feeling" is varies by region.
Cola and carbonated soft drinks (CSDs) are leading worldwide, but there are many emerging market-specific opportunities such as hydration drinks, juiced drinks and malt-based drinks.
Beyond sweet
Although sweet flavours are still popular with consumers, sweetness on its own is no longer enough to stand out.
Consumers are seeking beverages with greater depth and complexity, creating room for layered sensory experiences that balance sweet with spicy, sour and savoury through controlled bitterness and botanical notes.
These new layered flavour profiles look set to trend with beverage consumers who have mature, sophisticated palates.
Occasion polarisation
Consumers have different preferences around beverage choices depending on whether they're relaxing alone, commuting, entertaining at home or socialising out.
Understanding these moments gives brands a clearer roadmap for relevant and more personal beverage innovation.
ADM says that innovation from beverage brands will centre on doing four things across product segments: reduce calories while increasing sensory complexity, elevate non-alcoholic beverages into premium social experiences, embed function into emotional narratives and design for occasion micro-moments.
