beverage consulting firm

2024 Beverage Trends

Functional Beverages:

Demand for beverages with added health benefits, such as probiotics, adaptogens, and vitamins, may continue to rise as consumers prioritize wellness.  Based on the 2023 Consumer Outlook by NIQ, nearly half of consumers, specifically 46%, highlighted physical or mental wellness as one of their foremost concerns. Additionally, considering that 47% of Americans possess at least one of the three risk factors associated with heart disease, it’s understandable that functional beverages are experiencing increased demand in response to this trend.


Mushrooms are having their powerhouse year. Mushrooms are being added to everything from plant based meat alternatives to functional beverages. As consumer preferences are increasingly influenced by climate change and sustainability concerns, the environmentally friendly characteristics of mushrooms also contribute to their appeal. Mushrooms include

Lion’s Mane:

It is named for its appearance, which resembles the mane of a lion. This mushroom has long, shaggy white spines that hang down, giving it a distinctive look. It has been used in traditional medicine for centuries, particularly in Asian cultures. Some studies suggest that lion’s mane mushroom may have neuroprotective properties, potentially supporting brain health and cognitive function. It is also believed to have anti-inflammatory and immune-boosting effects.

Oyster Mushroom:

It is named for its oyster-like shape and appearance and grows dead or decaying wood, particularly on hardwood trees such as beech, oak, and elm. Oyster mushrooms are valued for their delicate texture and mild, slightly sweet flavor. In addition to their culinary uses, oyster mushrooms are also believed to have potential health benefits. They are low in calories and fat, high in protein, fiber, and various vitamins and minerals, making them a nutritious addition to a balanced diet.


It has a reddish wood like appearance and is a type of medicinal mushroom that has been used for centuries in traditional Chinese medicine and other Asian cultures. It is believed to have adaptogenic properties, meaning they may help the body adapt to stress and promote overall well-being. They are also thought to have immune-boosting, anti-inflammatory, and antioxidant effects. Reishi contain bioactive compounds such as polysaccharides, triterpenes, and ganoderic acids, which are believed to contribute to their medicinal properties


It resembles a charred mass on the surface of birch trees. They have a hard, black exterior that looks similar to burnt charcoal, while the interior is orangish-brown with a cork-like texture.Chaga mushrooms are typically consumed in the form of tea, tinctures, or dietary supplements. To make chaga tea, the mushroom is usually dried, ground into a powder, and steeped in hot water to extract its beneficial compounds. Chaga tea has a slightly bitter and earthy flavor, similar to black tea but milder. Chaga has a long history of use in traditional medicine and is believed to offer various health benefits, scientific research on their efficacy and safety is ongoing.

Low/No Alcohol Options:

With a growing interest in moderation and health-conscious choices, the market for low or no-alcohol beverages like mocktails, alcohol-free spirits, and non-alcoholic beers could expand further. The sector is expected to grow to $30 billion in 2025, according to Global Market Insights.  The trend is being driven by Millennials and Gen X.


Consumers are increasingly concerned about the environmental impact of their purchases. Beverages packaged in eco-friendly materials, with sustainable sourcing practices, and minimal carbon footprints may see increased popularity. Check out some cool ways this is being applied http://:

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