Soft drinks, water and the rise of smarter beverage choices in contract catering

The soft drinks, juices and water category is undergoing a significant shift across contract catering, as operators respond to changing consumer expectations, rising costs and the need to deliver greater value from every product line.

Our recent data shows that while the overall drinks range purchased has increased by a relatively modest 4% over the past year, total spend has risen by almost 16%. This tells us operators are increasingly trading up. There’s a noticeable shift towards more premium products, functional benefits and brands that offer a stronger point of difference, rather than simply expanding choice for choice’s sake.

Health and functionality continue to shape demand

Health-led purchasing remains one of the most influential drivers within the category. Diet drinks continue their steady upward trajectory, with volumes up just over 8%, reinforcing the long-term demand for lower-sugar alternatives that still deliver on flavour and familiarity.

At the same time, the energy drinks segment has seen particularly strong growth, increasing by almost 38%. This reflects the growing appeal of convenience and performance-focused beverages, especially within busy workplace settings and leisure environments where consumers are looking for products that support energy, focus and productivity throughout the day.

Perhaps the most notable development, however, is the continued rise of kombucha. Product lines purchased within the category have increased by 75%, while spend has almost doubled year-on-year. Once a niche wellness product has now moved firmly into the mainstream foodservice offer, driven by increased awareness around gut health and functional ingredients.

For contract caterers, these trends highlight the importance of curating beverage ranges that align with broader wellbeing agendas while still delivering commercial return.

Water remains resilient – but expectations are changing

Water continues to be a cornerstone of the drinks category, with overall sales increasing by 9%. However, the data also suggests that consumer priorities within the segment are evolving.

Growth in charity-linked water brands has been more subdued, rising by around 3%. While ethical and sustainability credentials still carry weight, they may no longer be sufficient on their own to drive purchasing decisions in today’s market.

Instead, operators are balancing several competing factors simultaneously: value, quality perception, functionality, sustainability and affordability. In an environment where margins remain under pressure, caterers are becoming more strategic about which products justify premium positioning and which deliver the strongest overall value proposition.

A more sophisticated drinks landscape

Taken together, the data paints a picture of a contract catering sector that is becoming increasingly sophisticated in its approach to beverages.

Consumers are no longer simply looking for refreshment. They’re seeking drinks that support health goals, offer functional benefits, align with lifestyle choices or deliver a more premium experience. At the same time, operators must carefully manage range complexity, pricing pressures and evolving customer expectations.

For contract caterers, success within the soft drinks and water category will increasingly depend on striking the right balance between innovation, operational practicality and commercial performance.

For contract caterers looking to better understand how their soft drinks and water purchasing compares with wider sector trends, get in touch with us here for further benchmarking insight and market analysis.

The Quenelles team