Drinks at the National Restaurant Association Show - Key Takeaways

Euromonitor International attended the 2026 National Restaurant Association Show in Chicago this May. One of the big headlines was the sheer number of vendors looking to bring their AI-based restaurant solutions to kitchens. From menu automation to delivery planning, and even voice-operated vending solutions, AI was everywhere. Innovations did not only arrive in the form of technology, however, as drinks sellers throughout the show's three major halls showcased offerings that fit into a variety of ongoing and emerging trends.

Spicy but sweet pairings grow across both food and beverage offerings

Spicy flavours have had a huge impact in the last decade, particularly on the American palate. This can be seen from the chicken sandwich “wars” in American foodservice in the early 2020s – with major players looking to establish their own spicy version. In recent years, spicy chicken has been one of the few consistent bright spots, with chains such as Dave’s Hot Chicken seeing explosive growth. This trend was immediately present in the north hall of the National Restaurant Association Show, as J&J Snack Foods Corp showcased "swicy churro fries" that feature both hot honey and tajin to create a bold flavour combination that recurred throughout the show. Pepsi included a Mountain Dew Tropical Heat Twist at its Drips booth, while tajin itself – a combination of lime, chili peppers and salt – was present on the rims of many beverages and other foods as a reminder of the role that this flavour trend has played this year. With soft drinks volumes on the decline, flavour trends such as sweet/spicy offer an opportunity for players to justify higher prices with more intriguing offerings as they emerge from novelty to the mainstream.

Boba, dirty sodas, refreshers increasingly finding their way from foodservice into retail

 Pop-culture watchers in the US will undoubtedly be aware of the nation's current infatuation with influencers from the Latter Day Saints (LDS) Church – in particular, the TikTok and reality TV "Mormon Wives" (using a colloquial term for the church) and the popularity that the largely LDS-adjacent "dirty soda" has seen cross over into the mainstream. For foodservice operators, there is clear appeal in high-margin, high-traffic “destination” beverages that encourage customisation, social sharing and new refreshment occasions beyond the traditional meal visit. Dirty sodas have been a big story at recent editions of the show, with Pepsi's Drips flavour system and the growth of refreshers and other varieties of mix-in drinks making their way to mainstream foodservice brands such as McDonald's, Taco Bell, and Burger King. Drink offerings in the US continue to explore the potential of both US-born dirty soda mixers, as well as more Asian-influenced boba and tea-based offerings, the two frequently combining in a never-ending array of colours and combinations at fountain and, increasingly, at retail. A notable offering is Jarritos’ new Jarri Boba drink. Jarritos, best known in the US for its eponymous Mexican Sodas, launched this new green tea popping boba drink in 2025. It has largely been limited to retailers in Arizona, but speaks to the popularity of crossing flavours and concepts in the US, which is fresh and exciting.

Will fibre be able to muscle protein aside?

The final trend to highlight this year is the growth of functional positioning across beverages. Protein has been the star of the show across all manner of retail shelves, but the show also presaged the ongoing growth of prebiotic and probiotic sodas, particularly the inevitable march of fibre to the attention of consumers. 2026 may serve as a bit of a debutante ball for fibre, which still lacks the more mainstream culture cache of protein. The brand best known for its plant-based meats is further branching out into beverages with its new Immerse beverage with 20g of protein and 7g of fibre, while Jarritos also soft-launched its new Sana Sana prebiotic soda that packs a whopping 10g of dietary fibre into 355ml. 

While younger generations of Americans have largely been eschewing alcohol, soft drinks remain an intriguing and high-margin area of innovation for brands. New flavours, functions, and occasions are driving experimentation not only at the soda fountain, but also at retail in 2026. While economic pressures will be a drag on the economy in 2026, innovations and flavours provide an excellent opportunity to help pad demand and coax consumers to try something new, a pairing that should pay dividends for manufacturers. 

Learn more about trends in soft drinks in our report, Top Five Trends in Soft Drinks.