Global flavours are increasingly shaping the drinks market, and the latest focus is moving well beyond the familiar citrus and berry playbook. Root vegetables, East and South-East Asian citrus varieties and alternative carbonation methods are all gaining ground as brands try to meet consumers who want drinks that feel both more interesting and less artificially sweet. According to The Food Institute, industry observers see that shift as part of a wider rebalancing between wellness-led products and more indulgent treats.

Marty Bauer, an e-commerce and retail specialist at Omnisend, told The Food Institute that shoppers are paying closer attention to sugar, calories and ingredient quality. He argued that heavily sweetened beverages with artificial additives are losing appeal, while ingredients such as beetroot, ube, taro and unusual citrus fruits can help a drink stand out. That view is echoed by earlier reporting in Beverage Industry and Food Processing, which noted that exotic fruits have moved from niche novelty to a mainstream tool for adding colour, aroma and perceived health benefits, while also helping formulators reduce sugar or mask off-notes in more functional drinks.

That appetite for novelty is visible in menus and product launches. Starbucks has introduced an Iced Ube Coconut Macchiato and Ube Coconut Cream Cold Foam, while bars in Denver, New York and Pittsburgh have been leaning into beet, carrot and radish in cocktails. Across the category, fruits such as calamansi, kumquat, yuzu and makrut lime are being used to replace what some beverage makers see as overworked combinations of lemon, lime, grapefruit and orange. Related trade coverage has also pointed to rising interest in other exotic profiles, including passion fruit, dragon fruit, guava and sea buckthorn.

Fermentation and force carbonation are adding another layer to the trend. Kombucha remains the best-known fermented drink, but products such as water kefir are helping broaden the field, while force carbonation is being used to create a more precise sparkle without relying on natural fermentation. Jesús Martínez Bujanda, co-founder of MaraBela, told The Food Institute that the challenge for alcohol-free drinks has shifted from the bar to the dinner table, where a product must hold its shape over several courses. He said tea provides tannin, aroma and texture that make that possible, underlining how beverage innovation is now as much about structure and mouthfeel as it is about flavour.

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