Beverage giants appear to be losing their buzz. Investors are signaling deeper concerns despite steady profits. As GLP-1s and shifting health sentiments rise, the sector’s long-term resilience may be entering a new taste test.
Energy drinks hit turbulence in 2024, with Celsius and Monster both facing unexpected sales slowdowns. While stock prices have rebounded, lingering consumer uncertainty raises questions about the sector’s long-term prospects.
Peach-enhanced menu items are growing in popularity, now on 19.8% of foodservice menus, according to one report. The fruit has found its stride in beverage innovation, with legacy brands experimenting with the flavor.
Euphoric beverages are emerging as a new category that blends functional ingredients like adaptogens, nootropics, and botanicals to offer mood-enhancing effects, potentially competing with both caffeinated drinks and alcohol. With a growing Gen Z consumer base seeking alcohol alternatives, the sector is poised for growth.
