Holiday Hydration
The winter chill doesn ' t diminish consumers’ thirst, but it does amplify the desire for more than just basic hydration. This season, consumers are redefining " staying hydrated " by seeking beverages that pack a functional punch. They ' re looking for drinks that not only quench their thirst but also deliver added wellness benefits. From coffee and tea, to sports hydration and non-alcoholic beverages, this shift reflects a consumer base actively shaping the beverage industry to align with their holistic health goals, ensuring they remain hydrated, healthy, and vibrant throughout the winter months.
MACRO TREND: ALL DAY PROTEIN, DRINK YOUR HEALTH, NEW RULES OF AGING WELL, INTERNATIONAL IN EVERY AISLE
132 KeHE Holiday Show & Trends | October- December 2025