Soft drinks - carbonates & energy drinks 2025: Sales fizz for functional soda brands

Functional soft drinks have sparkled this year. Take fast-growing disruptor Trip. It’s recorded a 86.4% value gain on volumes up 88.4%. It follows a year in which the brand announced its Mindful Blend range – which contains the likes of magnesium and ashwagandha – was outselling its flagship CBD line.

And while it fell foul of ad guidelines around online health and nutrition claims about Mindful Blend, Trip also raised $40m (£30.5m) to support growth in the US – another sign of success.

Trip rival Goodrays is also on the rise. The CBD drinks challenger is up 46.6% in value and 54.1% in volumes. In October, it also diversified with the launch of Re:Focus. Containing lion’s mane, magnesium and electrolytes, the functional lineup is “designed to help reset the body and focus the mind”, says the brand.

Carbonates’ bigger players have been taking note, opting for a healthier approach to innovation too. In January, Dr Pepper launched sugar-free Zero Cherry Crush, which helped the brand grow volumes 19.3% – the fastest gain in the category’s top 10.

Pepsi has similarly benefited from flavour innovation in zero-sugar soda. Its value is up 5.6% after the January debut of Strawberries ‘N’ Cream and Cream Soda colas. The sugar-free duo deliver “unique, dessert-inspired experiences designed to attract younger Gen Z shoppers”, says David Laidler, carbonates brand director at Pepsi distributor Carlsberg Britvic.

The focus on better-for-you NPD has also “resonated strongly with shoppers looking for better-for-you choices without compromising taste”, says Swetha Balakrishnan, NIQ analytics executive. It’s a chief reason why carbonates have returned to volume growth – by 0.5% after the 1.5% fall reported last year.

“Enhanced in-store presence and strong promotional campaigns helped capture consumer attention, while innovation through new flavours, formats and healthier options kept the category relevant and exciting,” Balakrishnan adds.

Relevance and excitement reign in sports & energy drinks, too. The sector has enjoyed yet another year of solid growth. It’s shifted 57.3 million more litres and raked in an extra £263.6m.

That’s down to shoppers’ thirst “for affordable, familiar pick-me-ups that deliver on taste and value”, says Rob Yeomans, CCEP GB’s VP of commercial development.

It’s sent some brands – Red Bull, Monster and Lucozade – flying. And others into freefall. Take Prime. Once a viral sensation, it’s suffered a second year of major losses. Value is down 79.5%, or £58.4m.