"Record heat contributed to soft drinks' strong growth in 2025. DRS risks disrupting purchasing if poorly communicated. Better-for-you drinks can play a role in social occasions."
Sam Fryers, Research Analyst
Strong interest in hydration and wider health benefits continues to shape soft drinks usage, with drinks able to meet multiple needs well placed to build relevance in everyday routines as well as social occasions. This creates opportunities for better-for-you drinks to move beyond private usage into more visible occasions, where such choices signal identity as much as they reflect needstate.
Regulatory changes, particularly around HFSS, will continue to shape how brands engage consumers, limiting traditional promotional levers and continuing to drive reformulation. Pressure on household finances continues to see shoppers reassess choices, reinforcing the need for brands and venues to deliver value and differentiation.
The rollout of DRS risks disrupting impulse purchasing and established choices, curbing frequency and prompting switching to cheaper drinks or those in alternative packaging. Effectively communicating the nature of the scheme, ease of returns and personal benefits are needed to minimise changes to habits and sustain engagement.
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