Premium Soft Drinks in 2026: How moderation, premiumisation and discovery and redefining growth  

The Treat Occasion  

Despite challenging conditions facing the On-Premise market in 2025, the report finds that venues have achieved modest growth in drinks sales value in the last 12 months, which will be a welcomed rise among hospitality venue owners and managers. While Brits remain impacted by the cost-of-living crisis, 39% say they would choose to treat themselves to drinks out-of-home, which they see as a bigger priority than home improvements (31%), clothing (30%) and overseas holidays (25%). 

Soft Drinks Growth 

Combined sales in the soft drinks and mixers category in the 12 months to mid-July 2025 reached £4.7bn, making it the third largest category after beer and spirits in the On-Premise market. Soft drinks and mixers have also increased their share of the total market, from 14.8% a year ago to 15% now. Segments seeing significant growth year-on-year include flavoured carbonates (+9.5), juice (+7.3%) and water (+11.8%). 

In the out-of-home market, sales of bottled drinks have grown faster than the average, rising 3.6% year-on-year. This is slightly ahead of cans at 2.4%, identifying the demand among buyers who are seeking quality products and convenience when they are on the move.  

Looking at favourite flavours among the at-home audience, 80% of adult soft drinks sales in the Off-Premise are generated by five flavours: apple, orange, lemonade, ginger and grape showing a desire for bold flavours consumers know and love.

Health & Wellness

As initiatives such as Dry January, health consciousness and financial pressures continue to influence On-Premise behaviours, 74% of consumers say they are likely to reduce their alcohol intake, with this number rising to 81% among 35- to 54-year-olds. This mindful moderation trend is also mirrored in the Off-Premise market, with appetite for health and wellness among consumers at-home remaining resilient in 2026.

Customers are also actively seeking out functionality in flavour, with half (51%) surveyed saying they are likely to pay more for a soft drink that offers additional functional health benefits. This increases significantly among younger audiences (68% and 61% among Millennials and Gen Z).

Trends to Explore

Other key hospitality trends for 2026 include the rise of the third space and a new approach to high tempo occasions, in addition to the Fentimans Flavour Forecast which reveals this year’s flavour trends including Asian-inspired ingredients, bold botanicals, ‘Swavoury’ flavours and nostalgia reimagined. 

In addition to the NIQ analysis, the report also includes expert insights from award-winning bartender and Fentimans brand ambassador, Joe Schofield, as well as The Food People, with the full report providing a deep dive into the big trends consumers are engaging with and the desire for innovation.