Convenience Is King

With cost pressures mounting, consumers are striking a balance between financial prudence and intentional indulgence. Amid economic uncertainty and tighter budgets, consumers are seeking beverages that deliver clear value not just through price, but through quality, innovation, and values, and most of all through convenience that justifies the spend.

Key Drivers

This shift is driven by the persistent inflation and economic uncertainty that have defined the first half of this decade, pushing consumers to be increasingly discerning about where and how they spend. With tighter disposable incomes, they’re seeking beverages that prove their tangible value, whether through competitive pricing, standout quality, flavor innovation, or a distinctive product experience. "Value" can be multi-faceted, but it must be unmistakable.

How This Trend is Manifesting

01.

Selective Spending

Consumers increasingly seek compelling reasons to spend, prioritizing unique products and experiences that offer differentiation or exclusivity, especially those without comparable alternatives.

02.

Values-driven Spending

Consumers are choosing beverages that reflect their identity, values, and lifestyle aspirations, prioritizing sustainability, ethical sourcing, and social impact. This growing emphasis on personal branding and conscious consumption is shaping purchasing decisions and driving brand loyalty.

This Trend in Action

Bones Coffee: This brand offers a range of RTD coffee featuring unique flavors, similar to those found in foodservice LTOs, and gives consumers an affordable, convenient alternative. Launched in 2023, the brand grew to $3.3mn value sales in 2024 (Nielsen, 2025).

HeyTea x Yayoi Kusama: Chinese tea brand HeyTea collaborated with renowned Japanese artist Yayoi Kusama, drawing inspiration from the similarity between her iconic polka dots and bubble tea pearls. The collaboration includes co-created LTO drinks and exclusive packaging.

Top Tips to Access This Trend in 2026

Position indulgence as a smart, rewarding choice, not just a splurge.

Highlight quality storytelling, emphasize ingredient providence, process craftmanship or innovation that justifies the spend.

What’s Next?

While disposable incomes are likely to remain stretched, we expect to see the premium consumers place on convenience and immediate gratification continue to grow. Operators that offer a frictionless consumption experience will capture a bigger share of consumer spend. Likewise, beverages that serve as ‘little treats’ will continue to present a compelling reason to spend.

Consumers are choosing beverages that reflect their identity, values, and lifestyle aspirations, prioritizing sustainability, ethical sourcing, and social impact."