In this article, you’ll learn:
- What functional RTD drinks are and why they’re booming in 2025
- Which RTD trends are rising in popularity
- How consumer behaviour is shifting toward alcohol-free options and clean energy drinks
- What consumers want from RTD brands
- What ingredients to watch for in the wellness-forward RTD space
- How to make RTD operations agile and scalable
In 2025 so far, the ready-to-drink (RTD) beverage market has evolved dramatically. While it was initially driven by consumer demands for convenience, the category is now more premium than ever. As customers become more discerning and new flavours and formats enter the market, there’s greater scope for businesses to thrive.
As the market changes so quickly, it’s important for FMCG businesses to not only adapt to RTD trends – but stay ahead of them. From coffee-based energy drinks to functional beverages, RTDs now need to be agile and adaptable to resonate with consumers.
To learn more about 2025’s top RTD trends, I spoke to Paul Mathew. He is the founder of Everleaf, a British drinks brand that sells non-alcoholic aperitifs. Read on for his insight.
New flavours and formats: Functional drinks and alcohol-free cocktails
One of the main RTD trends of 2025 so far is flavour innovation. While the market has traditionally focused on simple products like soft drinks or iced coffee, more complex options are growing in popularity. Businesses are increasingly experimenting with combinations like cascara (an infusion made from the dried skin and pulp of coffee cherries) and spice infusions.
“We’ve seen a massive explosion in RTDs recently, with everything from hard seltzers to premium-branded lifestyle waters,” Paul says. “While I’d say hard seltzers have burnt themselves out a bit, we’re seeing more functional and nootropic drinks coming instead.”
As a category, functional RTDs are a particularly fruitful avenue for drinks businesses. Drinks that boast wellness and health benefits, such as increased energy and improved gut health, have surged in popularity in 2025. The British retailer Ocado has reported a 54% year-on-year increase in sales for functional drinks, demonstrating clear, sustained consumer demand.
Since functional drinks span a range of benefits and claims, you can launch a diverse range of RTDs. For example, Hardtank offers a private label “Super Focus Nitro” RTD, combining iced coffee with l-theanine for an additional energy boost without the crash. You can also infuse drinks with adaptogenic ingredients like reishi mushrooms, which can benefit immune and overall health.
These evolving consumer trends go beyond just functional drinks. As increasing numbers of consumers give up alcohol, RTD mocktails are more popular than ever.
“We’re seeing them as an opportunity for bars and restaurants to make their drinks available to a wider audience,” Paul explains. “For example, we’ve been doing a series of collaborations with Tayer + Elementary, one of the world’s best bars, making some of their signature non-alcoholic drinks with Everleaf available online as well as at the bar.”
The same goes for canned RTD mocktails, which align with consumer demands for convenience and easy-to-grab formats.
“Cocktails in a can have been really popular in the UK,” he says. “They offer a premium cocktail ‘bar-level’ serve in a can, but at a more affordable price point than the on-trade. Smaller, beautifully packaged cans can be a very attractive impulse purchase.”
How consumer tastes are changing RTD trends in 2025
A lot of RTD trends are about more than just tasting good. Consumers are more informed and brand-conscious than ever, and they want products that reflect their lifestyle and values.
For drinks brands, this means your formats need to be as thoughtfully designed as your drinks. “We’re also seeing the premiumisation of RTDs with brands and flavour profiles that are a little more interesting.”
For coffee businesses, this can mean offering RTD cold brew – a drink consumers are willing to pay more for than regular coffee. You can also consider custom formulations with your own coffee beans or flavour combinations to truly stand out.
For businesses experimenting with other RTD trends, the possibilities are just as varied. “RTDs can also be an opportunity for sampling – giving people a chance to try before committing to a larger purchase,” Paul adds. This could mean limited edition products, variety packs, or a significant expansion of your existing range.
As consumers look for more from their RTD products, you need to elevate your strategy. That starts by considering your product’s design, ensuring it stands out on retail shelves. “A can offers a great space for branding and showing off identity, so it can be a great solution,” he adds.
Scaling your RTD operations with Hardtank to meet the latest trends
As the RTD category becomes more popular, it’s also more competitive than ever. “Consumer demand is still really high, but we’re also seeing more segmentation, more price points, and more competition,” he says. “Only those with a great brand and USP will survive.”
For brands looking to launch or expand their RTD offering, you need both creativity and agility. That means coming up with your own boundary-pushing SKUs, but also adapting to trends. Innovation is no longer just about what’s inside the can. Instead, it’s also about how quickly you can bring a new product to market, how scalable your operations are, and how distinctive your identity is.
Clearly, the RTD category has evolved beyond just convenience. While it presents near-endless opportunities for businesses, it also creates a major challenge: scaling to meet these demands.
For businesses ready to adapt to the latest RTD trends, Hardtank offers full-scale solutions, from formulation to delivery of canned RTDs. Our private label team can help you formulate shelf-stable, hygienic, and fully compliant drinks that are aligned with this year’s biggest trends and future developments.
Through our custom formulation service, we offer up to three rounds of recipe development, giving clients the opportunity to fine-tune flavour, texture, and functional benefits. Crucially, brands retain full ownership of their custom formulations, allowing them to build long-term value around proprietary products.
Whether you’re looking for clean energy in l-theanine-enhanced coffee, cold brew, or your own proprietary drink, we can tailor the process to fit your operational needs and market goals. Once a recipe has been finalised, we take care of everything from development and canning to labelling and shipping. That way, you can meet emerging RTD trends with speed and establish yourself as a market innovator.
RTD trends: Key takeaways for drinks businesses
- The RTD category is moving away from simple convenience towards premium, health-focused drinks.
- Functional RTDs are growing at a fast rate as consumers demand wellness benefits from their beverages.
- Alcohol-free cocktails and mocktails are also popular as younger demographics give up alcohol.
Ready to see how Hardtank’s private label services can support your next RTD product? Get in touch with the team and start the development process today.
RTD FAQs
Why are functional RTDs so popular in 2025?
Consumers are increasingly looking for drinks that have tangible health benefits. For example, functional RTDs now offer clean energy boosts, increased focus, and improved gut health.
Which other formats are growing in the RTD sector?
Canned cocktails, alcohol-free mocktails, and RTD coffees are also growing in popularity. When packaged in visually appealing cans, they are more likely to capture consumer attention.
How can RTD brands stand out in a crowded market?
Forward-thinking RTD brands combine strong branding with innovative flavours. If you can align your product range with lifestyle trends, you can attract new customers.
Want to learn more about our RTD process?
- Browse now: Discover our range of products here.
- Learn more: Watch our webinar on developing customised RTD beverages.
- Speak to an RTD expert: Contact our team here.
