The non-alcoholic beverage market is showing mixed signals in 2025. Total unit sales are down -1.7% year-to-date, but several categories continue to outperform. Among them, energy drinks remain a key growth driver, with dollar sales up 5.4% and unit sales rising 2.7% versus last year. Still, the pace of growth is beginning to soften, and broader shifts in consumer preferences and retail strategies are reshaping the landscape.
Beyond the Buzz: Flavor and Function Reshape the Beverage Aisle (p.21)
