Beyond thirst - why we drink differently today

The answer lies in a societal shift that has become increasingly evident in recent years. According to Innova Market Insights , Anuga’s knowledge partner, drinking isn’t just about staying hydrated anymore. It has become a way for people to express a health-conscious lifestyle – a quiet statement of well-being and functionality. Beverages have gone from mere accompaniments to products that enhance our everyday lives.

Innova’s numbers say it all – in the past five years, the global market has seen a 15 percent increase in beverages that promise hydration. Younger consumers, especially Gen Z, are opting for beverages that aid rehydration – after working out, while cramming or throughout the day. Millennials and Generation X are also tapping into the added benefits of hydration, although with different priorities.

Plain water just doesn’t cut it anymore. The range of products has exploded – from flavoured waters, plant-based drinks, sports powders and ready-to-drink electrolyte mixes. These beverages are designed not only to hydrate but also to energise, boost the immune system and improve concentration. Especially popular are sports powders and ready-to-drink sports beverages, together accounting for over 80 percent of the hydration drink market – with no signs of slowing down.

Hydration is just the beginning. The next wave is all about functional beverages that cater to both physical and mental needs. The focus is increasingly shifting towards holistic well-being. Take gut health, for example. Once considered a taboo topic, it is now socially accepted and driving real innovation. Prebiotic drinks are booming as more consumers look for ways to support digestion not just with food but also through functional beverages. This trend can especially be seen in categories like iced teas, juices and carbonated soft drinks. The message is clear – health and great taste no longer have to be mutually exclusive.

Mental well-being is also becoming a priority. In a world where stress, sleep deprivation and sensory overload are part of everyday life, people are looking for ways to find relief. Recent surveys show that more than a third of consumers cite emotional balance as their top health goal. This is especially true for younger generations, who are turning to drinks with calming or mood-enhancing ingredients like vitamin B complex, magnesium or plant-based extracts from ashwagandha to lemon balm. Botanicals are enjoying a major revival in the beverage world.

All of these trends show that drinking has evolved into a conscious act of self-care. It’s no longer just about taste or quenching thirst – it’s about balance – between the body, mind and demands of everyday life. We reach for beverages that promise to give something back. Small acts of self-kindness in liquid form. Maybe that’s why I picked up that lavender-magnesium drink this morning — not because I was especially stressed, but to give myself a moment to reset.

For those seeking further insights, the Anuga Drinks trade fair, held under the Anuga umbrella, not only offers innovative beverage trends, but also an unmatched business platform for retail, the out-of-home market and the beverage industry. This is where you can see what the future really holds for taste, function and business.