Top trends to tap into in 2025

New and innovative products perform well in outlet and present big opportunities for operators, particularly with customers seeking out new and trending flavour profiles.

“Flavour and indulgence remain key purchase drivers in our category. Those brands that have continued investing in their product innovation while creating distinctive, breakthrough marketing strategies have undoubtedly reaped the rewards” Paul Graham - Managing Director, Britvic

TOP TIP: Look to stock up on brands that are innovating in the soft drinks space and performing well, in both core and new flavour launches such as J2O who are launching a brand new flavour later this year...

Non-alcoholic cocktails have seen impressive growth, with penetration doubling from 3% in 2022 to 6% in 2024, driven by creative menus, increased demand and desire for low and no amongst consumers². The moderation trend appears to be prevalent among the younger demographic, with 18-24-year-olds the most likely to be teetotal (27%)³. 

TOP TIP: Stocking ready to drink options like the J2O mocktails range will help operators expand the appeal of their low and no range and ensure that bartenders are able to produce consistent serves every time without compromising on taste or quality. 

The functional health trend is gathering pace and continuing to influence the hospitality sector. With more and more visitors looking for drinks that offer added health benefits, such as protein, gut friendly live bacteria, B vitamins or CBD.

“Demand for premium soft drinks and those that offer additional health benefits will continue to accelerate as consumers look towards balancing indulgence with products that deliver health and wellness benefits.” Paul Graham - Managing Director, Britvic

TOP TIP: Make sure you shout about your soft drinks credentials on menus or through POS, such as London Essence's distilled botanicals or the sugar free credentials of Pepsi Max, Tango or 7UP Zero.

Trends like immersive experiences, such as cocktail-making classes have attracted 36% of consumers, helping to redefine pub visits⁴. Unique experiences, like darts, board games and quizzes are some ways to drive consumers to repeat visits to a venue and can encourage footfall, particularly on days that are typically quieter.  

TOP TIP: Consider offering opportunities, where possible, that encourage visits, which don’t always need to relate to the food and drink offering and section off areas of your venue for 'game playing' or experiential socialising. Pubs can innovate by incorporating these elements or hosting themed nights, boosting engagement and fostering emotional connections with patrons to encourage repeat visits.​

In 2024, although dinner remained the most popular mealtime in UK pubs and bars, with 64% of consumers dining in the evening, it is closely followed by lunchtime with 57% of consumers visiting a pub or bar for lunch⁵. It is worth operators considering how they can also capitalise on the daytime dining trend. 

TOP TIP: Encourage earlier trade by offering brunch or breakfast options, particularly on the weekend, and ensure you have a varied drinks menu, including drinks that complement daytime dining like coffees, teas, Bloody/Virgin Marys or Bucks Fizz