FMI—The Food Industry Association—released its inaugural Power of Beverage 2026 report, developed with Circana sales data and cultural trend forecasting from Nichefire. The findings provide the food retail industry with new insights into how changing consumer expectations are transforming beverage purchasing and creating opportunities for growth across the food industry. This research dives deep into the beverage habits of consumers to provide valuable insights for the food industry.” “Consumers’ beverage purchasing behavior is evolving faster than traditional category definitions,” said Steve Markenson, vice president of research and insights at FMI. Here are the Power of Beverage 2026 key findings:Function is becoming a primary beverage purchase driver, as shoppers increasingly seek beverages that provide hydration, energy, protein, digestive health, mood support and other wellness benefitsThe beverage path to purchase is becoming increasingly digital, with ecommerce and social commerce reshaping product discovery and influencing buying decisions, particularly among younger consumersValue extends beyond price.