Sally Kemkers, one of the founding partners of Untapped Innovation, a global agency helping R&D teams at companies like PepsiCo, P&G, Unilever, and Reckitt, has highlighted some of the major innovations impacting on beverage innovation.
She said: “Taste always comes first. But consumers increasingly want a drink to also have a functional or emotional role, e.g. help me wake up, wind down, hydrate, focus, recover, replace alcohol, support my gut, reduce sugar, connect with others or feel like a small everyday upgrade.
“If we start with the functional or emotional ‘Job To Be Done’, the important focus for R&D is to define the product “Attributes” of each of these, so that the consumer will notice.”
What innovations are taking place:
Protein sodas: the breakout emerging category
Kemkers highlights protein sodas as one of the “most compelling stories” in beverages where soda culture is colliding with the dominant functional demand.
“Recent launches illustrate the pace: Clean Simple Eats launched a Frosted Lemonade Clear Protein Soda with 20g of ultra-filtered whey protein isolate per can; Genius Gourmet unveiled a Sparkling Protein Fruit Punch with 30g protein and zero sugar; and SkyPop (formerly Don’t Quit) positions itself squarely at the intersection of performance nutrition and flavour-forward refreshment,” she said..
GLP-1 drugs: reshaping demand at a structural level
The widespread adoption of GLP-1 medications such as Ozempic, Wegovy and Mounjaro is one of the most “significant structural forces” now reshaping the beverage market, according to Kemkers.
Around one in eight US adults is currently taking a GLP-1 drug (CNBC, March 2026).
“Alongside appetite suppression and reduced cravings for sugar and alcohol, there’s also a risk of muscle mass loss without nutritional support. This is a core driver of both the protein soda boom and a new category of GLP-1-friendly hydration drinks, forecast to reach $3.48 billion by 2033 at 12.8% CAGR (BeverageDaily, 2026),” she adds.
Gut health: from niche to mainstream soda
Gut health has moved decisively into the mainstream soda category.
Kemkers highlights the launch of Pepsi Prebiotic Cola (3g prebiotic fibre, 5g cane sugar, 30 calories per 12oz can) as a “landmark moment” with the company’s acquisition of Poppi cementing its commitment to the space.
She points out that Cassava, soluble corn fibre and inulin agave are the fastest-growing gut health ingredient sources appearing in new launches globally.
No/low alcohol: from abstinence to mindful consumption
“Consumers increasingly want to choose when and how much they drink, rather than giving up alcohol altogether, creating demand for products that deliver the same taste, ritual and social experience with greater flexibility,” Kemkers said.
She highlights NIQ data revealing behaviours such as “zebra striping”—alternating alcoholic and non-alcoholic drinks within the same occasion.
While IWSR predicts the global no-alcohol category will continue growing at around 7% annually through 2028, making it one of the fastest-growing areas of beverage innovation.
Premiumisation: redefined but still powerful
Premium no longer means expensive packaging or pure indulgence.
“It now means better ingredients, provenance, adult flavour profiles, elevated mouthfeel and a meaningful story,” added Kemkers.
She uses Fever-Tree as a strong example of this approach. The brand premiumised mixers and adult soft drinks around lighter, lower-alcohol and sophisticated consumption occasions.
“The insight for R&D is that premium and accessible are no longer opposites; the brands doing this well are integrating both,” she said.
Packaging Trends: Sustainability, Smart Packaging and New Formats
Brands are being pushed by regulation, retail buyers and consumers to demonstrate real environmental impact rather than rely on eco-labelling and marketing claims.
“RPET (recycled PET) has become a core material, meaningfully lowering carbon emissions versus virgin PET. Refillable systems are advancing, with smart tracking enabling beverage bottles to be returned, cleaned and refilled dozens of times, an alternative to single-use that also creates new brand touchpoints,” Kemkers advises.
She also highlights that QR codes and connected packaging is a transformation that is already underway, while aluminium cans have strong versatility credentials.
She added: “For beverage brands navigating fast-moving cultural and social media trends, limited-edition packaging is one of the most effective tools available - it allows a brand to respond to a cultural moment quickly without making a full pipeline commitment, and done well, it deepens rather than dilutes brand equity.”