Hydration is no longer just about quenching thirst — it’s about wellness, gut health, mood enhancement, and cognitive performance. According to Numerator’s 2025 Beverage Behaviors report, global consumers are increasingly integrating beverages into their daily health routines, pushing demand for functional, low-sugar, and nutrient-enriched drinks.
Spending on beverages rose by 4.4% year-over-year globally, with non-alcoholic drinks growing 6.2%, outpacing alcohol, which grew by just 2.4%. The shift is most pronounced among Gen Z consumers, who are driving demand for convenient, health-focused drinks that support active and social lifestyles — with or without mix-ins.
India, too, is witnessing a transformation in beverage consumption patterns. According to NielsenIQ India, the country’s non-alcoholic ready-to-drink (RTD) beverage market is projected to grow at a CAGR of 8.5% through FY2028, fueled by rising urban wellness trends, increased disposable incomes, and a younger, health-conscious demographic.
Emerging categories such as probiotic drinks, herbal coolers, zero-sugar sodas, infused waters, and protein-enhanced beverages are seeing accelerated adoption in Indian metros. Startups like Nutrinade, TagZ Beverages, and Auric are gaining traction alongside international players like Gatorade, Red Bull, and Poppi, the latter now exploring Indian entry through e-commerce tie-ups.
The Global Shift: From Sugar to Substance
The report highlights that 85% of the top 20 fastest-growing beverage brands globally are positioned in the “active lifestyle” segment, offering benefits beyond refreshment. Brands like Poppi and Health-Ade’s SunSip lead the movement with gut-friendly sodas made from apple cider vinegar and kombucha, while others, like Rockaway Soda, are promoting beverages with real juice, sea salt (for electrolytes), and no artificial sweeteners.
In the soft drink space, low- or no-sugar flavored sodas are thriving — a trend mirrored in India’s Tier 1 and Tier 2 cities, where health-focused alternatives to traditional colas are becoming shelf staples.
Even global celebrity endorsements are shifting toward health-oriented drinks. Guy Fieri’s recent collaboration with Waterloo features culinary-inspired sparkling waters, while actor Gillian Anderson’s “G Spot” line promotes adaptogen- and nootropic-infused soft drinks focused on mental clarity and emotional balance.
What’s Fueling the Trend?
“Most consumers just want to enjoy soda without compromising their health,” says Bridget Firtle, founder of Rockaway Soda. “Research and behavior show how harmful overly sugary drinks can be — this is driving the entire category.”
The Indian consumer is no different. With the rise of fitness apps, wellness influencers, and functional ingredient awareness (like ashwagandha, tulsi, and prebiotics), brands are responding with innovation tailored to local preferences and Ayurveda-inspired formulations.
Whether it’s a midday energy drink, a probiotic breakfast blend, or a sparkling adaptogenic soda to wind down, beverages are becoming an essential part of consumers’ wellness rituals. As demand surges across both Western and emerging markets like India, one thing is clear — drinks aren’t just refreshments anymore; they’re lifestyle decisions.