3 Packaged Beverage Trends to Watch in the Second Half of 2025
A recent Goldman Sachs survey — covering roughly 42,000 convenience stores across the U.S. — revealed three key packaged beverage trends poised to influence the back half of 2025. While some are extensions of previous shifts, others represent fresh developments that retailers and manufacturers should track closely.
1. Flavor Innovation Is Fueling Monster’s Growth
One of the standout packaged beverage trends this year is the role of flavor innovation in driving consumer interest, especially in the energy drink segment. Monster Energy has seen strong performance thanks to two successful product launches:
Ultra Vice Guava: Launched in late 2024, this zero-sugar option quickly became one of the top-selling 16-ounce flavors. Retailers unanimously reported strong demand in Q1 2025.
Ultra Blue Hawaiian: Released in early 2025, this tropical-inspired, zero-sugar flavor has been described as Monster’s best innovation in years. Demand is so high that retailers are struggling to maintain inventory.
This trend illustrates that consumers want more than just energy — they want bold, exciting flavors coupled with better-for-you formulations.
2. Beer Prices Rise Despite Flat Sales
Another noteworthy packaged beverage trend is the widening gap between sales volume and pricing strategy in the beer category. Despite flat year-over-year sales in Q1 2025, retailers anticipate price increases from all major brewers, including:
Constellation Brands (Modelo, Corona)
The Boston Beer Company
Anheuser-Busch InBev
Molson Coors
Constellation stands out as the brewer most expected to succeed with price hikes, due to strong brand equity and projected above-average growth. This highlights a broader industry shift: even stagnant categories may pursue value growth through pricing, rather than volume expansion.
3. Celsius Faces Growing Pains from Over-Saturation
Among emerging packaged beverage trends, SKU optimization is becoming increasingly critical. Celsius, currently the No. 3 energy drink brand in the U.S., faces concerns from retailers about its overly broad product lineup.
Following its acquisition of Alani Nu (which saw 27% growth in Q1), Celsius now risks over-saturating the market with too many flavors. Retailers cited frequent SKU changes and slower-moving variants as potential drags on performance.
“Celsius should consider trimming its catalog to focus on top-performing flavors,” the report emphasized.
While M&A may fuel short-term growth, long-term success will depend on a streamlined, strategic portfolio that balances innovation with operational efficiency.
Conclusion: What These Packaged Beverage Trends Mean for the Industry
From flavor-forward energy drinks to pricing power in beer and SKU discipline in functional beverages, the second half of 2025 will be shaped by how brands and retailers respond to these evolving packaged beverage trends:
Innovation is essential to attracting modern consumers.
Premium positioning can offset volume stagnation.
Focus and simplicity will be key differentiators in saturated categories.
Retailers and manufacturers who stay attuned to these dynamics will be best positioned to adapt, compete, and grow in a rapidly changing beverage market.
Source: Informa TechTarget