Flat growth in off-trade RTD volume sales is projected for soft drinks in the US over 2025, although there remain opportunities in the industry as consumer behaviour shifts. Even as headline inflation cooled and the industry pulled back from the steep price hikes of late 2023, consumers continued to buy cautiously, hindering retail volume sales momentum. Meanwhile, a lack of deflation coupled with wellness-aligned premiumisation informed a positive performance in retail value sales growth. This

Off-trade volume sales of bottled water in the US sales are projected to fall slightly in 2025. However, a channel shift to more away-from-home occasions is lifting on-trade volume sales and pushing total volume sales into positive, if marginal, growth. The consumer demand for self-optimisation has fomented wider hydration trends, but packaged bottled water remains the simplest path to hydration. Functional bottled water is a clear beneficiary of a desire for premiumisation, affording sugar redu

Retail volume sales of carbonates in the US are projected to continue to grow modestly over 2025. However, after price-induced consumer hesitance stalled volume sales growth for carbonates, green shoots of recovery have emerged in the category. The increased presence of smaller pack sizes and approachable single-serve options in the vein of “justifiable treats” drove organic interest in the category. Like many broad categories in packaged food and beverages, there has been an increasing bifurcat

Off-trade volume sales of RTD coffee in the US are projected to decrease further over 2025. Even as the cold coffee format proves to be a long-staying trend, unconcerned with seasonality, the first wave of coffee players extending into the RTD space are struggling with sugar reduction trends, input costs and fluidity in flavour exploration outside of coffee into energy drinks and powder concentrates. While players like Starbucks and Monster Beverage try to find a footing with reduced sugar formu

Off-trade volume sales of RTD tea in the US are projected to continue to fall over 2025. RTD tea’s performance in the US remains a mixed bag, with a strong downturn in demand for regular still RTD tea, the dominant category, pulling down RTD as a whole. Regular still RTD tea struggled against sugar reduction trends. Wellness and affordability are two of the largest drivers in consumer beverage choice in the US. While some brands meet these needs, this has not been enough to leave RTD tea’s perfo

Over 2025, off-trade RTD volume sales of concentrates in the US are projected to grow strongly, and in line with 2024. Concentrates are perceived as cost-effective alternatives to other soft drinks, facilitating a notable migration of consumers away from juice, sports drinks and other RTD categories. In particular, powder concentrates stand out for their economic advantages, delivering superior value in terms of cost per litre. Even as consumers explore more premium offerings, the price per litr

Retail volume sales of juice in the US are projected to decrease over 2025. Juice in the US remains beleaguered by public health concerns over sugar consumption and the relationship between fructose and obesity as well as diabetes. Legislation and production issues also exert strong pressure on manufacturers and retailers and discourage a declining consumer base. Reduced sugar versions are less enticing for many juice consumers, more and more of whom are shifting to perceived healthier, includin

Off-trade volume sales of sports drinks in the US remained on a downward trajectory in 2025. The progenitor of fitness-aligned soft drinks in the US, sports drinks have become a victim of deeper consumer education and expansion around hydration. Powder concentrates, functional bottled water and even energy drinks, normally associated with the dehydrating nature of caffeine, are all capitalising on consumers seeking self-optimised need states. This has even been seen in the continued re-compositi

Energy drinks in the US is surging, with fast off-trade volume and current value sales growth projected over 2025. The category has benefited from distinctly new demographics, with younger consumers favouring energy drinks for their caffeine intake over carbonates, RTD coffee or tea. Retail volume sales accelerated again in 2025 after a positive but moderate 2024 in terms of growth. Key players attributed underperformance to stifled convenience store traffic and tightened consumer spending. In 2

Sales of breakfast cereals have declined in value and volume terms in 2025 with demand being impacted both by financial pressures and growing health concerns. Muesli and granola has been the outlier reporting significant growth in 2025 thanks to its healthier image and investment in new product development. The big news in breakfast cereals in 2025 was Ferrero’s USD3.1 billion acquisition of WK Kellogg.

Sauces, dips and condiments was the fastest growing category in US cooking ingredients and meals over 2025. Demand was underpinned by the stronger emphasis on home cooking and the pursuit of more affordable lines. Private label has proved more attractive, alongside smaller brands offering significantly lower prices to major brands.

Sales of baked goods remain stable in current value terms in 2025, but economic pressures and price increases constrain volume growth. Due to budgetary constraints more consumers are shifting towards more affordable baked goods and smaller pack sizes, while also cutting out indulgent treats such as cakes, with this latter trend also linked to rising health concerns.

Rice, pasta and noodles sees strong growth in value and volume terms in 2025 with sales benefiting from the affordability and flexibility of these products. Instant noodles has been the standout category, fuelled by influx of new brands and flavours and an expanding audience of Asian consumers.

Processed fruit and vegetables sees steady growth in value and volume terms in 2025, with slower price growth helping to kickstart a recovery in demand. Health and convenience are key sales drivers, with processed fruit and vegetables having a longer shelf life than fresh produce, with these products being used to prepare a wide range of dishes and beverages.

Edible oils in the US witnessed a mixed performance over 2025, with olive oil and vegetable oils facing contrasting results. Olive oil reported stronger growth than vegetable oils, driven by the steep price increases of olive oil linked to supply shortages, together with a shift away from more processed oils.

Sweet spreads faced a challenging year in 2025 as consumption was disrupted by shifting mealtimes, lower breakfast demand and weaker unit price growth. Honey consumption continues to rise, whilst chocolate spreads remained affected by supply chain instability.

Cooking ingredients and meals witnessed growth in 2025, supported by a stronger emphasis on home cooking. Consumers sought both value and versatility to accommodate tight budgets and changing lifestyles. Health trends continue to shape purchasing behaviour with players even rolling out lines that cater to GLP-1 dietary preferences.

Cost of living pressures and rising prices continue to impact demand for staple foods in the US in 2025. Other factors such as the burgeoning health and wellness trend and the need for convenient meal solutions also continues to influence market demand. Due to budgetary constraints many consumers continue to turn to private label and cheaper brands, while they are also being more selective about where they shop, turning to e-commerce, discounters and warehouse clubs as they look to make savings.

Sales stagnate within processed meat, seafood and alternatives to meat in 2025 with growth being constrained by high prices and health concerns. Chilled processed seafood is the standout performer with its fresher and healthier image. Financial pressures continue to push consumers towards private label and more affordable retail channels.

In 2025, meals and soups benefitted from the home cooking trend as US households reduced expenditure on eating out and sought convenience foods that are both affordable and easy-to-prepare. Retail value sales rose slightly in response to this trend, with volume sales also improving but remaining flat.

Hot drinks in the US saw a 4% retail value sales increase in 2025, despite a 1% volume decline. Climate crises and tariffs raised product prices, while competition from soft drinks such as RTD tea and coffee, and energy drinks also hampered growth. Premium functional tea and coffee drove growth opportunities, however, while wellness trends also maintained popularity. Retail current value sales are expected to rise at a 3% CAGR through the forecast period, driven by premiumisation and intentional

Coffee in the US saw value sales increase in 2025, despite a slight volume decline. Global coffee commodity prices surged due to severe weather, which caused supply constraints, and tariffs. The category also faces pressure from economic strain, which meant instant coffee drove value growth as consumers sought value, as well as convenience. Value sales are expected to continue to rise moving forward, while volumes will remain static or decline. Technology and sustainability are likely to be key

Tea in the US saw increased retail value and volume sales in 2025, driven by the convenience and wellness trends. Tea bags remained dominant in black tea, while green tea grew due to demand for matcha. Value sales of tea are expected to continue rising, driven by functional teas and the adoption of technology across the supply chain. The category faces uncertainty around import prices and tariffs, but is poised for growth through innovation and premiumisation. Key players are capitalising on wel

Other hot drinks in the US saw a value sales increase in 2025, along with a volume decline, driven by rising input costs and demographic shifts. Chocolate-based flavoured powder drinks remained dominant but faced challenges from the health trend and price volatility. Value sales are expected to continue to rise moving forward, while volumes are set to decline. Manufacturers are exploring alternative ingredients and functional benefits to revitalise the category. Companies like ConAgra and Nestlé