Predicting the direction the economy is heading feels increasingly like an impossible task these days. But despite tariffs, social media trends and fast shifting consumer tastes, there’s still plenty that can be read into the (sippable) tea leaves.
In this video from BevNET Live Summer 2025, Circana’s Global EVP and Chief Advisor Sally Lions Wyatt walks through some of the trends and uncertainties facing the non-alcoholic and alcoholic beverage market today, including the rise of “sober curious” drinkers and demand for personalized and customizable drinks, as well as the areas where brands can still find growth. Wyatt also reports that tariffs have yet to have a pricing impact in retail and breaks down the drink categories that are presenting not only the biggest opportunity in beverage, but in all of CPG.
“This universe you’re competing in is a $458 billion universe – so it’s really an opportunity to navigate that to find additional growth,” Wyatt said. “When we looked across the top [CPG] categories, no matter what sector, when we looked across that, beverages have five of the top growth categories.”
Watch the full presentation and discussion for more on how premium beverages are maintaining their growth, how multi-functional products do more to stand out from the pack and how form factor innovation is playing a significant role in overall beverage expansion.