Functional beverages have entered the mainstream, attracting a broad audience that values both wellness and indulgence.
Self-care has become a hot topic, and functional drinks offer consumers convenient ways to support their lifestyle goals. The expectation: it should be good for me, easy to integrate, and delicious. This shift has opened the door to a broader range of flavor profiles – from nostalgic and exotic to dessert-inspired notes.
So, what’s next? Let’s explore the most promising flavor directions shaping the future of isotonic, protein, BCAA, and energy drinks – and how innovation is redefining what a functional beverage can be.
Isotonic drinks: Refreshment meets performance
Isotonic beverages are designed to quickly replenish fluids and electrolytes lost during physical activity. Their flavor profiles must strike a delicate balance between refreshment and functionality.
However, the sports drinks flavor universe is all about citrus: lemon, lime, and orange are still the gold standard for hydration and refreshment – by far. Followed by flavor combinations all around berry mixes. But let’s take a closer look into flavors that show emerging prevalence in the European market, as well as high growth momentum right now.
Even though tropical fruits belong to the established flavors in the isotonic beverages sector: mango and pineapple still evoke a sense of escape and energy that meets the current zeitgeist.
Protein drinks: From chalky to craveable
This category has come a long way from its once ‘chalky’ roots. Today’s consumers expect indulgent flavors that make their consuming routine feel like a treat.
As the protein supplement industry represents a heterogeneous group of beverages, gels, and powders this article highlights the top flavors for RTD protein beverages only. The most popular flavors in Europe within 2024 product launches include:
Even though citrus fruits are dominating the market, flavor fusion is the keyword here. Consumers seeking to increase their protein intake can be amazed by multi-layered flavor experiences, such as lime with strawberry or lemon, offering potential for complexity and novelty.
As tropical flavors are the hot topic in the flavor industry right now – across all beverage categories – pineapple seems to bring that adventurous sense of escape and energy for protein drinks. On top, monk fruit shows great potential in combination with citrus and several protein sources in a beverage.
BCAA drinks: Functional and flavor-forward
Branched-chain amino acid (BCAA) drinks are popular among fitness enthusiasts for muscle recovery and endurance. Their flavor profiles need to mask the bitterness of amino acids while still delivering a refreshing experience.
Top flavors include:
Peach iced tea A hybrid of functionality and familiarity
Sour candy and gummy bear Fun, nostalgic flavors that appeal to younger consumers
Watermelon and green apple Bright, juicy, and energizing
Cherry-lime Bold, vibrant flavors that stand out on the shelf
Insider tip Pink Grapefruit brings a vibrant citrus twist that enhances the overall taste experience of BCAA drinks. Its tangy-sweet profile balances the amino acid bitterness, elevating the drink to a more enjoyable and crave-worthy level.
BCAA drinks are increasingly positioned as lifestyle beverages, not just workout supplements, which opens the door to a broader and more adventurous target group. Why not surprise them with unconventional flavor combinations?
Energy drinks: Innovation without limits
Energy drinks are the playground of flavor innovation. With a consumer base that skews younger and more experimental, brands have the freedom to push boundaries.
Berry flavors Recent energy drink launches in Europe, the Middle East, and Africa have shown a continued rise in popularity for berry fruit flavors like blueberry, granadilla, and gooseberry.¹ These flavors are becoming popular due to their taste and perceived health advantages.
Exotic and less-sweet fruits Flavors like kiwi, yuzu, and starfruit are highlighted as having strong potential. These less-sweet but exotic fruits are seen as very appealing.¹
Novel and bold combinations Examples include dessert-inspired (lemon tarte or apple pie), coffee, cocktail-inspired (mojito), tea-based (rooibos), or less tangible flavors.
Citrus and tropical fruits Not to forget citrus and tropical flavors continue to be popular and are featured in both sports and energy drink launches across Europe.¹
Functional and plant-based flavors As consumers look for natural energy and mental focus benefits without sacrificing flavor, flavors that include plant-based ingredients like matcha or green tea are also on the rise.¹
In summary, berry, exotic/less-sweet fruits, citrus/tropical, and innovative, bold combinations are the top emerging flavor trends for energy drinks in Europe, with a strong emphasis on both taste intrigue and functional benefits.
The future is flavor fusion
The lines between soft drinks and functional beverages are increasingly merging. Consumers seek both comfort and excitement – familiar flavors that evoke emotion, alongside bold combinations that surprise. As flavor innovation accelerates, cross-category concepts such as dessert-inspired energy drinks or fruit-infused protein shakes are redefining the market.
Susanne Winter, Head of Marketing at esarom, claims that consumers look for traditional flavors that evoke emotions around memories, childhood, or a certain holiday destination that bring a certain kind of comfort in their life. “However, adventurous palates are additionally thriving, that bring some excitement in people’s everyday life,” she says. “Think of the combination of sweet and spicy, known as the trend ‘swicy’.”
In the near future, flavor will be the key to standing out in a saturated market. From nostalgic comfort to exotic escapism, the next generation of functional beverages is all about flavor fusion.
esarom will be presenting its latest flavor innovations for functional beverages at drinktec, September 15-19, 2025 in Munich. Visit its booth in the New Beverage Concepts Area to explore trend-setting flavor concepts across isotonic, protein, BCAA, and energy drink categories and discover how flavor can enhance your next product development.
References
- Mintel. Data procured by esarom.
