5 drinks trends to tap into in 2024

Function is becoming as important as form in soft drinks. Just look at the rocketing sales of drinks marketed on their functional health benefits for proof. Whether it’s a morning vitamin boost, a post-gym protein hit or something to pick people up mid-afternoon, many shoppers are prepared to pay a premium for the right kind of functional health drinks.

Take the Purdey’s Natural Energy range – a trio of sparkling blends of fruit juice, botanicals and B vitamins – as a case in point.

We all know celebrity sells. But to strike a chord with your target audience, you need to find a star that shares the values of your brand and the people who buy it.

That’s why, Rockstar Energy Drink partnered with some of UK's biggest festivals, tailored specifically to cater to the preferences and passions of the Gen Z demographic

One in three adults living in the UK now never or rarely drink alcohol. Just because they’re off the sauce, that doesn’t mean they’ll settle for second best. People want to be treated with premium soft drinks with exciting taste that are served in style.

We have plenty to keep generation moderation happy in Dry January 2024 and beyond. The new range of J2O Mocktails are a must-stock for any retailer that’s looking to appeal to shoppers on hunting for premium alcohol alternatives.

Relax, not those kind of shots!  More evidence of the functional health super trend can be seen in the growth of Plenish health shots. The range of enlivening cold-pressed juice shots – fortified with ingredients such as the antioxidant spirulina, fiery ginger, gut-loving live bacteria, vitamin C and B vitamins – cross-promote perfectly with hot coffee and breakfast items to up morning spend.

With the cost-of-living crisis continuing to bite, staying in has officially become the new going out. That presents huge opportunities for convenience retailers that can position their food and drink ranges at people looking to enjoy big nights in with friends and family. 

Here at Britvic, we’ve been busy developing products to help our retail partners capitalise on this change. Try promoting larger formats and multipacks of ever-popular fizzy drinks such as Pepsi MAX® or Tango  Orange Sugar Free, adult soft drinks like J2O or Britvic Mixers, paired with party snacks to help those nights go off with a bang.

1 - All figures cited in this article are from the 2023 Britvic Soft Drinks Review, unless otherwise stated.