Beverage Industry Trends | What’s Hot in the “Ready to Drink” (RTD) Market?
The lights are up, the gifts are wrapped, and you’re getting ready to party. But before you pop the cork and toast to a new year, take a quick look at what trends are in store for the RTD beverage market in 2024.
Alcohol on a sliding scale.
The “sober curious” movement has been gaining popularity in recent years, and low- to no-alcohol options are staying in stride. Expect further expansion in this market segment as social norms continue to shift where alcohol is concerned. “Cheers!” is for everyone.
Drink more water, and make sure it’s functional.
H2O can be still or sparkling, herb-infused or flavored, and fortified with vitamins and minerals. Functional water is about more than just quenching your thirst, it’s about supporting your energy, focus, immunity and overall well-being. 2024 is looking functionally thirsty!
Coffee, it’s not just a cup of joe
The generational debate between Boomers, Gen Xers, Millennials, and Gen Zers spans every subject, and coffee is no exception. A well-stocked RTD coffee shelf will have something for everyone. Whether you like it black, sweet, hot, iced, or with added milk (or milk alternatives), coffee drinks continue to change with the times.
THC/CBD: it’s not just for smokers anymore!
As more states legalize recreational cannabis, the edible and drinkable options are emerging on shelves across the country. Keep your eye on emerging legislation and you’ll see beverage brands responding with a bevy of new beverages.
Reformulating and repackaging with an ESG focus.
Environment, social and governance (ESG) concerns are at the forefront of all consumer trends. The beverage industry has historically relied on plastic packaging, but times they are a-changin’. 2024 is sure to showcase improvements and innovations in packaging materials as well as advancements in production and waste practices.
Just like the food industry, the beverage supply chain is a global enterprise, and we want our products to do more for us AND for our planet. We want beverages that are nutritious, delicious, and earth-conscious. Successful beverage companies will be able to adapt to these trends and offer RTD beverage options for an ever-changing market.
