The Refreshing Opportunity You’re Missing

It wouldn’t be over the top to say that the beverage category has evolved a lot in recent years. Today the beverage landscape is filled with high-end coffee options, boba teas, matcha, dirty sodas, the list goes on and on. There may be no single category that has showcased so many new trends in such a short period of time. And it shows no signs of slowing down, as new beverage-focused operators continue to open across the country.

One category has become particularly influential and in demand for consumers: functional beverages. Consumers today often want almost everything they eat and drink to do something for them, whether it provides protein, eases stress, or supports gut health. As we head into spring and summer, refreshing beverages are an opportunity to give customers the functions they want in flavor-forward, exciting ways.

The refreshing opportunity

Refreshers, coolers, kick starters, infusions, splashes, whatever you call them, a new category of functional beverages has been slowly but surely appearing on menus. You’ve probably seen them, an often-colorful, refreshing drink that is lightly sweetened and features functional benefits (often energy). While they take many forms, as a category they have become incredibly popular with consumers.

In fact, over three-quarters of consumers say they’ve already tried a refresher at some point, while half had one in the past week.¹

While they are particularly popular with younger consumers, they aren’t limited to these generations. Everyone from busy professionals and parents who need a quick boost to more senior consumers looking for flavorful beverage options that support their increasing health needs are seeking them out.

With more consumers opting for cold beverages over hot (particularly during the warm spring and summer months), there’s a clear opportunity for operators to offer the functional options that consumers want across dayparts and occasions. For operators that don’t already offer them, a bright, fruit-driven refresher offered in the morning or afternoon can bring in a new customer base, or increase traffic and frequency by adding purchase occasions.

Beyond energy

While energy may be the function that immediately comes to mind when you think about beverages, consumers want a wide range of options for a wide range of needs. In fact, while a quarter of consumers want caffeinated refreshers or functional drinks, 39% would prefer non-caffeinated options (and the rest are neutral or would like both).¹

A well-rounded beverage program can support your customers in their wide range of needs, or even open up new needs that they didn’t even know that they have. Options that support gut health, mental clarity, stress relief, satiety (feeling full), low-sugar needs, muscle building, and even sleep can resonate.

In fact, refreshment alone can be a function. During the sweaty days of summer, an ice-cold beverage can be a welcome reprieve from heat, while hydration has become a key concern for many consumers today. That may be your opportunity to get even colder. Consider options like fruit smoothies, blended coffee beverages, and sparkling or carbonated drinks that increase the refreshment factor even more.

Don’t forget: flavor Matters

While functional benefits are key to these options, at the end of the day they still have to taste delicious and be appealing. That’s why nearly three quarters of consumers say they consider specific flavors and varieties when looking at attributes for beverages like refreshers.¹

Where do you start? Make sure you have these three options on the menu:

• Berry flavors: Of all the flavors that consumers want in these beverages, berry flavors come out on top.¹ Options like blueberries, raspberries, and strawberries not only pack a refresher, smoothie, or other functional beverage with flavor, but they add appealing color, as well.

• Tropical fruit: After berry flavors, consumers love tropical fruit flavors in their functional drinks: think mangos, peaches, açai, or dragronfruit.¹ Plus, these fit right into spring and summer menus, recalling tropical locales and beaches.

• Citrus fruits: Lemons, limes, oranges, grapefruit: citrus is also a key demand from consumers.¹ They add the bright acidity and bold flavor profiles that can make a drink even more refreshing, plus they have their own health benefits, like plenty of vitamin C. You can even combine these citrus flavors with a berry or tropical flavor to pump up the volume, like in a strawberry lemonade refresher.

With their sustained growth over the years, it’s clear that functional beverages aren’t just a trend, but a more fundamental shift in what consumers want to drink today. They can be a key source of additional revenue by bringing in new customers for new dayparts and occasions. They can be an option for non-coffee drinkers in the morning, a snacking option in the afternoon, and a non-alcoholic drink replacement in the evening. Plus, at a time when every consumer is considering value, these beverages give that extra functional benefit that makes a beverage an even more worthwhile purchase.

Ready to take your beverage menu to the next level? Check out the Spring & Summer 2026 Trend Feast® Guide for more data on functional beverages, available by joining Simplot+.