Fun. Fizzy. Fabulous. Ready to sip on what\u2019s bubbling up in beverages this year? Here are our top 5 trends shaping the industry in 2026.<\/p>\n
Over the past two years we have learned: social media can make trends huge and even bring them to the shelves. What started in Utah within the Mormon community as non-alcoholic alternative, has now became a major thing, fueled by the Mormon wives of TikTok. Can you guess what it is? Yes, it\u2019s dirty sodas.1<\/sup><\/p>\n Sodas enhanced with cream have quickly moved into mainstream as major brands are already launching their own versions in fast food chains as well as in retail. In the U.S., the dirty soda menu penetration is currently at 2% but is growing at a rate of 42%, while traditional soda remains flat.2<\/sup><\/p>\n A key driver of this trend is young consumers, especially Gen Z, seeking bold, adventurous flavors and beverages they can show off on their socials. Dirty sodas can bring a playful variety with pineapple, peach or strawberry as well as exciting combos with root beer or chocolate\u2026 and also a touch of nostalgia.<\/p>\n Lately we are seeing brands also bring in functionality with extra protein or prebiotic variants \u2013 opening space for even more innovation. And with the non-alcoholic beverage market being on the rise, we think dirty sodas are very well positioned.<\/p>\n <\/p>\n It\u2019s a gut feeling! Gut health is becoming more and more important to consumers with 59% recognizing it as a key factor in overall well-being.3<\/sup> At the center of this wellness trend right now? For sure prebiotic and postbiotic sodas that are totally gut friendly.<\/p>\n What started in the U.S. just a few years ago, is now expanding into European markets. Lifestyle brands have turned gut-friendly beverages into a mainstream phenomenon \u2013 driven by social media and influencer culture, which have played a significant role in scaling.1<\/sup><\/p>\n At the same time, postbiotics are emerging as the next wave of functional ingredients. They are increasingly being incorporated in beverages, snacks, and supplements to support digestion and immune health. The category has seen rapid growth, with a global CAGR of +92% between 2021 and 2025.4<\/sup><\/p>\n Besides functionality, these gut-friendly beverages must also deliver great taste. And we see more and more innovation in this category. From enhancing the sodas with botanicals like lavender, lemon balm or citrus peel to creamy versions to nostalgic inspired flavors.<\/p>\n \u00a0<\/strong><\/p>\n It\u2019s definitely the GLP-1 era. What began with celebrities and influencers making these medications popular for weight loss, is now fueling a global lifestyle shift. According to several forecasts the global market volume for GLP-1 weight management could exceed to 100 bn. USD by 2030.5<\/sup> But what does this mean for the beverage industry?<\/p>\n As a matter of fact, consumer behavior is changing \u2013 people are eating and drinking less and have reduced cravings for sugar. Plus: GLP-1 medication can be associated with muscle loss. \u00a0This means a shift towards smaller portions, but with higher nutritional value. Especially, protein, fiber as well as naturally sweetened products might become more significant. But they have to taste great, too.6<\/sup><\/p>\n We could think of meal companion drinks that are high in protein and fiber or ice tea instants that are enhanced with vitamins and minerals, or botanical tea blends that can bring natural sweetness. GLP-1 is definitely a driver in the better-for-you category that brings wellness and well-being into focus.<\/p>\n <\/p>\n As much as taste, the format is also a key purchase trigger these days. And we see three major trends for this year: Instants, syrups and cans.<\/p>\n Cans have been there for a revival, benefiting from the prebiotic soda mania. Besides, their functional benefits, they attract especially younger consumers with bold flavors as well as their fun and colorful packaging. On the other hand, cans are leightweight, easy portable and shatterproof \u2013 making them ideal for an on-the-go lifestyle. Plus: the circular economy approach is an important aspect for environmentally conscious consumers.<\/p>\n Also, more and more consumers are drawn to convenient formats such as instants or syrups. Especially, as TikTok is helping them to reshape their boring reputation. Creators are all here for travel-ready Matcha lattes, functional bone broth bases or fun and flavorful syrups.1,7<\/sup> And we get it \u2013 within seconds consumers have their favorite beverage anytime, anywhere they want by just adding some water.<\/p>\n <\/p>\n One trend we particularly love: tea tonics. They bring an exciting twist to the beverage world. Why? Because they reimagine the traditional tea into modern, flavorful and Instagram-worthy experiences.<\/p>\n Tea tonics are a new format that combine refreshment, wellness, creativity and visual appeal. For brands, this opens up a huge opportunity to innovate and create tea tonics as base for cool signature drinks \u2013 with or without alcohol. What is already fueling the creativity of bars and coffee shops, can easily be elevated and brought to the shelves.8<\/sup><\/p>\n Beyond classics such as Earl Grey or mate tonic, we also see combos with thyme, elderflower and tart woody notes. The viral fire & ice trend is also perfect to create more adventurous tea tonics. We think of cayenne pepper or ginger adding a fiery kick to a sweet and sour base.<\/p>\n <\/p>\n That are some exciting trends for this year and we\u2019d love to bring them to the shelves together.\u00a0Contact us at sales@martin-bauer.com. 2026 \u2013 we are ready!<\/strong><\/span><\/p>\n <\/p>\n 1<\/sup> TikTok<\/p>\n 2<\/sup> https:\/\/foodinstitute.com\/test-site\/focus\/the-rise-of-dirty-soda-a-trend-taking-the-beverage-industry-by-storm\/<\/p>\n 3<\/sup> Innova \u201aTrending in Postbiotics, global 2025<\/p>\n 4<\/sup> Innova Global Food & Beverage Trends 2026<\/p>\n 5 <\/sup>https:\/\/www.jpmorgan.com\/insights\/global-research\/current-events\/obesity-drugs<\/p>\n 6<\/sup> https:\/\/lebensmittelpraxis.de\/zentrale-management\/47640-nachfrageverschiebung-weniger-hunger-kleinerer-warenkorb-wie-die-abnehmspritze-die-branche-umkrempelt.html<\/p>\n 7<\/sup> https:\/\/media.wholefoodsmarket.com\/whole-foods-market-forecasts-the-top-food-and-beverage-trends-for-2026\/<\/p>\n 8<\/sup> https:\/\/www.bidfood.co.uk\/food-and-drink-trends-2026\/tea-tonic\/<\/p>\n","protected":false},"excerpt":{"rendered":" Fun. Fizzy. Fabulous. Ready to sip on what\u2019s bubbling up in beverages this year? Here are our top 5 trends shaping the industry in 2026. Sodas, [\u2026]<\/span><\/p>\n","protected":false},"author":13,"featured_media":5759,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[28],"tags":[205,203,204],"acf":[],"_links":{"self":[{"href":"https:\/\/www.martin-bauer.com\/en\/wp-json\/wp\/v2\/posts\/5763"}],"collection":[{"href":"https:\/\/www.martin-bauer.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.martin-bauer.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.martin-bauer.com\/en\/wp-json\/wp\/v2\/users\/13"}],"replies":[{"embeddable":true,"href":"https:\/\/www.martin-bauer.com\/en\/wp-json\/wp\/v2\/comments?post=5763"}],"version-history":[{"count":3,"href":"https:\/\/www.martin-bauer.com\/en\/wp-json\/wp\/v2\/posts\/5763\/revisions"}],"predecessor-version":[{"id":5766,"href":"https:\/\/www.martin-bauer.com\/en\/wp-json\/wp\/v2\/posts\/5763\/revisions\/5766"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.martin-bauer.com\/en\/wp-json\/wp\/v2\/media\/5759"}],"wp:attachment":[{"href":"https:\/\/www.martin-bauer.com\/en\/wp-json\/wp\/v2\/media?parent=5763"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.martin-bauer.com\/en\/wp-json\/wp\/v2\/categories?post=5763"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.martin-bauer.com\/en\/wp-json\/wp\/v2\/tags?post=5763"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}The prebiotic & postbiotic hype<\/strong><\/span><\/h4>\n
The GLP-1 effect<\/strong><\/span><\/h4>\n
The right format<\/strong><\/span><\/h4>\n
Tea Tonics<\/strong><\/span><\/h4>\n
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