Wellness has been the defining market force in soft drinks for years and has changed the shape of core segments, like colas, carbonates and waters, and paved the way for ones that were virtually unheard of in the mainstream 20 years ago – like meal replacements and protein.
To call wellness a trend would be to undervalue its permanence. The demand for retailers to carry healthier drinks may have been first recorded among the younger generations, but was that simply because that’s where most brand market research takes place to begin with? Across genders and ages, we are seeing an increased, sustained emphasis on health & wellness in a variety of different guises in drinks.
And that’s where the nuance lies. While health & wellness as a concept unites us, what it actually means in soft drinks is far from unanimous. While some count calories or focus on traditional notions of ‘five a day’ or cutting sugar, others are macro-oriented, laser-focused on protein or fibre. Some zoom in even further, with Google searches for ‘creatine’ reaching their highest point since records began.
So how do you cater for all these needs? Retailers need to make sure they are offering a range of core healthier drinks that have broad appeal, but also offer products that are specialised enough to appeal to those who visit your store with one nutrient (or assortment of amino acids) in mind.
There’s a huge opportunity for retailers who introduce products that meet these specialised requirements. Here, we speak to two retailers who are doing just that.
Zeroing in on functional soft drinks
“We’ve seen a big increase in zero-sugar drinks, and our customers actively ask for them now,” explains David Lomas, of Lomas News in Bury, Lancashire. “We have a Coca-Cola branded fridge that’s well-merchandised with zero-sugar options, and the number increases every year.”
But consumers aren’t just looking for drinks to cut the ‘bad’ but also add the ‘good’. Functional waters, for example, are the fastest-growing segment within the £1.8bn water category. If your water range has an abundance of flavours, but none that offer vitamins, zinc or other essential minerals, then you might be missing a trick.
Ginger and turmeric shots are also in demand due to their anti-inflammatory and immune system-boosting properties. Nishi Patel, of Londis Bexley Park in Dartford, Kent, has seen a spike in sales due to their increased popularity on TikTok.
“They’ve consistently sold well over the years,” he says. “Functional benefit drinks are big in the market right now, and while we don’t currently stock a huge range, we’re changing that in 2026.”
Here at Epicurium, we have a whole host of added-benefit drinks to aid the wellness category:
- ActiPH ACTi-Vit: ActiPH ACTi-Vit is a sparkling vitamin water that is enriched with eight key vitamins and minerals, including vitamins B5, B6, B9, B12, C, D and zinc, as well as magnesium. The range contains no sugar, no caffeine, has just three calories per can, and is high in fibre. We have three flavours available: Mango, Pineapple & Passionfruit, Blackcurrant, Apple & Raspberry and Lemon, Lime & Orange.
- BetterYou: BetterYou Magnesium Water comes in three flavours: Citrus & Botanicals to support hydration, Pomegranate & Rhubarb for energy, and Blueberry & Mint to help with focusing. Each variety is available in packs of 12 in 250ml can formats.
- BOL Foods: This meal replacement drink contains 26g of plant-based protein, 26 essential vitamins and minerals, and a balanced mix of slow-release carbs and healthy fats. It’s also dairy-free and available in three flavours: Chocolate, Vanilla and Salted Caramel
Switching to low and no-alcohol
Social events are the hardest when you’re on a health and wellness journey; however, they’re made easier by suppliers launching zero-alcohol variants of popular products.
For many years, products that were marketed as alcohol-free sat collecting dust on retailers’ shelves, if they were even there at all. Then they started to move slowly. Now, Iqbal says customers request these drinks.
“Typically, customers ask us about which low and no-alcohol products we have in beer and cider, less so in spirits,” he says. “They want the flavour, just without the alcohol.”
To meet what shoppers are looking for here, you must make sure that your ‘alcohol-free’ products feel premium and ‘adult’ enough to fit into that occasion. Brands like Trip fill the space for a clean, upmarket and sophisticated feel, while the Japanese-inspired ChuLo range is fun and suits high-energy occasions.
The changing face of protein
The NHS recommends you consume 1.2g-1.5g of protein for every kg of your weight. So, if you weigh 85kg (around 130lbs), you should be eating 102g–127.5g of protein per day.
This can be challenging for a lot of consumers, which is why the rise of protein shakes has kept retailers’ tills ringing.
“We have a lot of customers who, when they’re having a bit of a health kick, will naturally deviate to the protein drink section,” says Faraz Iqbal, of Premier Linktown Local in Fife, Scotland. “Huel is still quite a big seller, and we’ll buy it when it’s on promotion. Grenade milkshakes are also part of our core range.”
As if offering a completely balanced meal in a bottle was not enough of a box ticker, Huel has now slimmed down. Expanding with a Lite range last month, available from Epicurium in Chocolate, Banana and Strawberry flavours, the range offers 25g of protein at just 190 calories in every bottle per bottle. It is vegan, gluten-free, and has no artificial sweeteners.
“Consumers looking for products that support their health and wellness goals are here to stay, and convenient products are key to helping them do that. We aren’t sure how far the market will grow, but everyone is more conscious about their health now,” Iqbal says.
Keeping track of all soft drink trends can feel like an impossible task, especially as it’s just one of the many categories you offer. That’s why Epicurium’s team is here to do the work for you, bringing brands to the independent channel that both meet what consumers are looking for and will stand the test of time.
