Global Trends: Premiumisation and The Health Conscious

1st January, 1970

Global Trends: Premiumisation and The Health Conscious

As consumer choice continues to widen, purchasing power continues to shift. The empowered consumer has dictated many recent trends, altering the non-alcoholic beverage market. In order to survive, producers are relying heavily on innovative ideas or cutting edge marketing strategies to boost market share in this increasingly competitive market. 

Although some may see this as a challenge, these trends have ultimately created potential opportunities. Thus it is essential for industry leaders to understand these trends to navigate in this tricky market. 

Natural/ Health trend

The internet continues to connect the world. This connectivity has massively boosted the health trend in the past decade. Consumers are now inclined to stay healthy, reduce their sugar intake, which has lead to consumers considering quality before price. Products containing natural ingredients are being considered ahead of produce with artificial elements.

With consumers demanding more from various products, this has also led to the rise of functional products. These products are categorised to bring health benefits when consumed, such as herbal drinks 

Premiumisation – A Taste of the High Life

A taste of the high life is what everyone is looking for. Many often believe this is shown by the products you consume, and this very ideology has been the driving force behind Premiumisation. Seeking to assert status and to reduce the distance to the ideal self, this global trend has led to the rise of new premium brands, such as Fever-Tree.

With multiple changes occurring in the industry, it is essential for beverage professionals remain informed with these updates! Join industry leaders at this year’s Innovation in Non-Alcoholic Beverages Congress, as we delve into various pressing topics surrounding the industry! For more information, please visit: or alternatively you can email us at:


Arena’s business-to-business events offer a myriad of opportunities for sponsors and exhibitors to drive their businesses forward.
Our sponsorship packages help companies educate ther target market on key industry issues and spread brand awareness throughout the

If you want to discuss how we can help you generate leads and add-value to your corporate and brand image please contact:

Paul Adams
+44 (0)20 7936 6948

Speaker opportunities

We identify and invite individuals we believe to be the best speakers in the market, if you think you can make a difference to the quality of our events please contact:

Chloe Roberts
T: +44 (0)207 936 6822