The 2025 Consumer: How Craft Brands Can Navigate Today's Transforming Market

Beverages aren't just changing – they're transforming entirely. This deep dive explores the psychology driving the 2025 beverage consumer through six distinct segments that are reshaping the industry landscape.

Healthy Hedonists seek wellness without sacrificing enjoyment, gravitating toward low-alcohol options and clean labels. Experience Seekers chase novelty and premium experiences, responding to unique stories and limited editions. Conscious Consumers demand sustainability and transparency, while Classic Loyalists seek familiarity from trusted brands. Functional Drinkers want beverages that offer specific benefits beyond refreshment, and Occasion-Driven Shoppers make purchases tied to specific events and seasons.

Beyond psychology, tangible product demands are reshaping what's on the shelf. Convenience reigns supreme, with 74% of RTD consumers preferring formats that fit busy lifestyles. Clean ingredients matter tremendously, with Canadian-made products earning premium status due to perceived water quality. Flavor innovation continues accelerating, with 80% of younger drinkers seeking globally-inspired taste experiences like yuzu, blood orange, and jalapeño-lime combinations.

But innovation means nothing without distribution. Craft brands face significant challenges navigating the traditional three-tier system that wasn't designed with their needs in mind. New "Integrated Route to Market" models are emerging as game-changers, strategically positioning within the supplier tier alongside brand partners. These solutions dramatically improve speed to market, lower costs, and offer unprecedented flexibility through multi-SKU "rainbow cases" that allow retailers to experiment without major commitments.

The future of beverages isn't just about what's in the bottle – it's about the entire ecosystem bringing products from concept to consumer. Subscribe now to continue exploring how market innovations are reshaping the way we discover, purchase, and enjoy our favorite drinks.

More information about Corning & Company are available at https://www.corningandcompany.com