From adaptogens to Air Up: 4 microtrends redefining what (and how) we drink

What are mindful consumers sipping on these days?
 Spoiler: it’s not oat milk lattes anymore.

As our Head of Strategy & Innovation, Karolina Liberka, puts it — in 2025, the drinks game is moving fast. Think functionality, full-on sensory experiences, and a whole lot of feels. We’re talking about a new wave of microtrends that are quietly (and not so quietly) reshaping how and why we drink. So if you’re in FMCG, marketing, or just like to stay ahead of what’s bubbling up in the world of beverages — here’s your cheat sheet.

 

Mindful drinking – relaxation in a bottle
Forget shots and chasers. The new drink of choice? One that helps you chill. Mindful beverages are all about intention. Usually alcohol-free, low-cal, made with natural ingredients — and designed to support calm, recovery, and a more grounded headspace. Flavors like cucumber, mint, or herbs? Totally on purpose. They trigger associations with purity, wellness, and spa-day vibes. Drinking becomes a ritual, not just a habit — like sipping herbal tea before bed or lighting incense before yoga.

Why it’s working:

• The “sober curious” movement is going strong.

• Post-pandemic, we’re all craving more peace and downtime.

• People want to feel their drinks — taste and scent included.


Example: Mindful Blend – adaptogens, herbs, and slow-living in a bottle.

 

Motivational functionals – bottled pep talks

Energy drinks? So last season. Today’s functional drinks go beyond the caffeine kick — they’re little bottles of motivation. Think: positive affirmations on the label, empowering brand stories, and packaging that gives you a mental boost before you even take a sip.

Why it works:

• Consumers are aligning purchases with their values and mindset.

• Mental wellness is finally taking center stage.

• Design and storytelling matter — your drink = your statement piece.


Example: Aim High – personal growth and hydration.

 

Tasting with your nose – the scent-driven revolution

Enter: Air Up. A brand that flipped the script by making water that tastes like cola or lemon — but is actually just... water. No sugar, no additives. The secret? Scent pods that trick your brain into tasting the smell. It’s called "retronasal aroma," and yes, it’s as wild (and genius) as it sounds.

Why it’s trending:

• Gen Z lives for new, unexpected experiences.

• Hydration turns from a chore into play.

• Pure + fun = viral success.


Example: Air Up – from hydration to TikTok sensation.

 

Next-Gen waters – hydration with benefits

Plain water is officially boring. Today’s consumers want hydration plus — better focus, deeper sleep, brighter skin, a happier gut. So it’s no surprise we’re seeing ingredients like adaptogens, probiotics, CBD, and collagen all over the label.

Why it’s a hit:

• Biohacking is the new self-care.

• People want hyper-personalized wellness.

• “Just water” doesn’t make the cut anymore.


Examples: Hint, Smartwater+, Flow – different formulas for different moods and needs.

 

So, what does it all mean for brands and marketers?

Drinking in 2025 is about more than quenching thirst. It’s emotional. It’s personal. It’s a form of self-expression.
Our take? If you want to stay relevant, build products (and messaging) with intention. Because in today’s market, what’s in someone’s bottle can say more about them than their gym selfies ever will.