Dive Insight:As grocers look to juice their beverage sales, FMI suggested retailers reorganize the category around the specific benefits consumers look to gain from the drinks they consume. For example, grocers may want to group beverages by need states like hydration, energy, protein, digestive support and relaxation. For online merchandising, FMI recommended that grocers make sure they have filters and detailed product pages to help consumers find items based on specific needs. While grocers and convenience stores continue to dominate retail beverage sales, both channels have ceded share to pure-play e-commerce — a small channel that has grown to account for 3% of beverage sales. TikTok brought in $46 million in beverage sales during the fourth quarter of 2025, according to Circana.