Meet the 2026 Beverage Category Benchmarks

The beverage landscape is evolving rapidly as health, convenience, and innovation continue to spearhead category growth. From water to energy drinks, functional soda, ready-to-drink (RTD) coffee, and protein drinks, consumer preferences are reshaping benchmarks for success, shifting the space from purpose‑driven positioning to premiumization and functional benefits.

1. Water: Hydration & Function

Water has been a longtime foundational beverage category, but in 2026 it’s not just about hydration. Consumers increasingly expect functional additions like electrolytes, minerals, adaptogens, or vitamins.

With this rise of enhanced waters and hydration blends, water products are being benchmarked against performance and wellness benefits rather than as, well, water. Natural and clean-label positioning continues to take the lead, reflecting consumers’ prioritization of health benefits.

➤  Benchmark focus: Clean ingredient transparency, functional hydration claims, and premium packaging.

2. Energy Drinks: Sustained Growth & Innovation

One of the fastest-growing segments in the non-alcoholic space, energy drinks are buoyed by innovation in sugar‑free products and flavor extensions.

We see major brands and emerging players tapping into the demand for functional, health‑forward energy. Just as within the water category, energy drinks are enhancing their lineups with vitamins, nootropics, and alternative caffeine sources, like coffee bean extract. This new wave is driving strong revenue gains and growing shelf share across traditional and convenience channels.

➤ Benchmark focus: Caffeine innovation, health‑oriented formulations (e.g., sugar free), and demographic‑targeted branding.

3. Functional Soda: Flavor & Purpose

A breakout category of 2026, functional soda combines the indulgent taste of classic soda with wellness claims. Low sugar, gut health enhancing, and botanical-infused sodas are growing in popularity as consumers look for alternatives to their favorite soft drinks.

The potential for functional soda to redefine traditional soda benchmarks is clear, reinforced by national rollouts of prebiotic sodas across major retailers.

➤ Benchmark focus: Gut health claims, reduced

4. RTD Coffee: Convenience & Quality

As lifestyles become increasingly fast paced and on the go, the RTD coffee category has kept up in response. Its benchmark has grown beyond convenience; it’s about premium taste profiles, functional add‑ons (like adaptogens or protein), and tailored nutrition.

The entire RTD beverage segment shows strong projected growth through the second part of the 2020s, highlighting opportunities for purposeful RTD coffee innovations.

➤ Benchmark focus: Quality flavor craftsmanship, functional enhancements, and lifestyle positioning.

5. Protein Drinks: Functional Nutrition

Protein beverages are riding the broader health and wellness trend, appealing to consumers who want convenient nutrient‑forward drinks beyond the standard shakes.

This category has been strongly driven by a growing interest in muscle maintenance, recovery, and general wellness, Protein drinks increasingly blur genre lines, combining hydration, energy, and nutrition benchmarks for multifunctional use.

➤ Benchmark focus: Complete protein claims, multifunctionality, and everyday consumption use cases.

What This Means for Brands

As we enter 2026, beverage category benchmarks are becoming less about static sales figures and more about consumer expectations, functional value, and as always, differentiation. Whether it’s hydration, energy, indulgence with purpose, or nutrition, category success is defined by four key factors:

• Health and wellness positioning
• Functional benefits beyond refreshment
• Clean and transparent ingredient stories
• Premium and innovative flavor experiences

Strategic benchmarking across these areas will help beverage brands identify growth levers and product opportunities that resonate with today’s consumer.