Global soft drinks are undergoing a structural shift, as regional growth patterns diverge, consumer expectations evolve and functionality rises in importance. Markets are seeing affordability pressures balanced by demand for healthier, added-benefit options, while global producers face intensifying competition from both premium innovators and value-driven local players. Channels and formats are adapting, as consumers seek convenience, credibility and better health outcomes.
Delivery
This report comes in PPT.
Key findings
Emerging regions set the pace for global expansion
Momentum continues to shift towards MEA, APAC and Latin America, where younger populations, expanding retail infrastructure and rising adoption of commercial beverages underpin long-term volume opportunities. These markets increasingly define global demand patterns, reinforcing how essential affordability, distribution reach, and locally relevant formats and flavours have become to sustaining scale.
Affordability pressures reshape consumer choices and brand strategy
Tighter budgets, cost volatility and rising sensitivity to everyday pricing continue to reshape the competitive landscape. Consumers are trading down on many occasions but are also trading up when health or functionality feels worth the premium. Winning strategies balance value with credible benefits, tuning pack architecture and innovation to both inflation-exposed households and premium-seeking segments.
Market leaders face disruption from both ends of the shelf
The global leaders retain massive scale advantages, but their dominance is being challenged by fast-moving functional specialists on one side and agile value-driven local brands on the other. Premium challengers are capturing consumers seeking performance, flavour and wellness outcomes, while value players are thriving in price-led markets. Sharper positioning, faster innovation and more localised execution will be required.
Functional, reduced-sugar and hydration-led categories drive future value
Across all major markets, functional propositions continue to redefine what beverages are expected to deliver. Energy, hydration, and mood and digestive support are anchoring growth as traditional categories mature. Reduced-sugar and better-for-you options remain essential to everyday relevance, while powders and new benefit stacks enable brands to serve both premium and affordable need-states with precision.
Retail channels evolve around convenience, discovery and value
E-commerce growth remains shaped by major retailers’ digital ecosystems, while convenience stores benefit from the strength of energy drinks and on-the-go formats. Discount and warehouse players retain momentum in value-seeking environments, and vending modernisation expands touchpoints in key markets. Together these shifts highlight increasingly fragmented, occasion-driven routes to market.
Our expert’s view of soft drinks in 2026
Soft drinks snapshot
Key findings
Developing markets fuel volume, while functional demand drives value creation
Top five trends in soft drinks
Top five trends uncovered
Drivers of consumer markets and impact on soft drinks
Adjacent industries and how they impact soft drinks
Price-driven growth dominates, as global volumes weaken across key markets
High-income markets drive premium, functional and low-sugar soft drinks growth
Carbonates surge in value as water grows volume, while juice remains weak
Energy leads global growth; sports drinks face competition from electrolyte powders
Premium, price-led growth diverges from volume, as regions follow different paths
Functional beverages surge as innovation reshapes modern soft drink demand
Category leaders face dual pressures from premium challengers and value rivals
Functional specialists dominate fastest growing global beverage players
Bifurcation widens as both value challengers and functional specialists gain
Juice resets and hydration powders drive global launch momentum
Sustainable package and sourcing claims lift tea and coffee, despite price pressure
Energy, e-commerce and discount value retail drive a mixed 2025 channel performance
E-commerce growth slows, but remains driven by Walmart and functional discovery
Emerging regions dictate the growth story in global beverages over the period to 2030
US, China and Mexico anchor global soft drinks growth over the period to 2030
APAC growth led by bottled water, sports drinks and reduced sugar energy drinks
Reduced and zero sugar brands dominate sparkling with juice faces uncertain outlook
GST cuts reinforce India’s rising importance in global drinks outlook
Emerging market supply the volume, while mature markets depend on value creation
Rising functional and better-for-you demand creates opportunities, despite higher costs
Opportunities for growth
Our expert’s view of soft drinks to 2030
Soft Drinks
This is the aggregation of the following categories; Carbonates, Fruit/vegetable juice, Bottled water, Functional drinks, Concentrates, RTD tea, RTD coffee and Asian speciality drinks.
See all of our definitionsNEW REPORT GUARANTEE
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!