Premium Beverages: When Experience and Wellness Transcend Price

Today, premium beverages are no longer reserved for special occasions. Consumers are elevating their daily routines by seeking products with transparent ingredients, meticulous preparation, and refined sensory experiences.

From eye-catching packaging to sophisticated flavors, beverages have become part of a 'self-reward' ritual amidst the pressures of modern life. According to Food Navigator, ingredient transparency and craftsmanship are key factors that justify the higher price points of new products. Major players are currently competing by launching functional items like protein coffee and prebiotic sodas to meet the growing demands of younger consumers.

Data from Mordor Intelligence suggests the functional beverage market is expected to grow from 152 billion USD in 2025 to 240 billion USD by 2031. Sally Lyons Wyatt, Global Executive Vice President at Circana, emphasizes that modern consumers seek convenience tied to the desire for longer, healthier lives.

The Medase brand has recently launched a premium range of non-alcoholic cocktails with refreshing flavors and aromas.

A survey by EY across 2,500 people in the US and Brazil shows that 75% of Gen Y and 80% of Gen Z regularly consume functional beverages. Notably, 52% of respondents confirmed they are willing to pay a premium for health and wellness-supporting products.

This shift has driven major companies like Coca-Cola, PepsiCo, and Danone to execute strategic acquisitions of startups in the prebiotic soda and meal-replacement protein drink sectors.

Alongside industrial products, the Institute of Food Technologists (IFT) acknowledges the strong resilience of craft beverages. Chains like Erewhon in Los Angeles have created global trends with luxury smoothies, while creative cafes like Early Birds Cafe attract customers by blending traditional tea and coffee consumption with modern, innovative ingredients.

In Vietnam, the F&B industry is projected to maintain a CAGR of 10.26% from 2024 to 2029, targeting the 24 billion USD mark. Over 57% of Vietnamese consumers now prioritize premium beverage segments, shifting from basic consumption to seeking emotional value.

Mr. Michele D'Ercole, Executive Director of Henoto Vietnam, affirms that Vietnamese consumers increasingly care about quality and brand reputation rather than price alone. This segment is no longer a niche market but has become a core development strategy for businesses aiming to lead the industry.