Non-alcoholic beverages play a particularly important role for consumers in realizing nutritional concepts and lifestyles. In this context, several parallel trends are defining the framework conditions of the market. One central factor is the growing importance of the functional, especially health-promoting properties of beverages. Supporting physical and mental health, increasing the ability to concentrate or strengthening the immune system not only brings innovative ingredients and herbs and plants known from traditional health teachings, such as ginger and turmeric, into the formulations. They also open the way to personalizing beverages according to individual needs. Here, a key topic is the reduction or complete elimination of sugar, with the loss of flavor prevented by ingredients that are also natural, as well as the extensive elimination of preservatives and unnatural flavor enhancers. In addition to the functional perspective, the experience and convenience aspect is also becoming increasingly important. Experimentation with different beverage components and ready-to-drink (RTD) solutions is just as important as the discovery of exotic recipes and brands and - as a contrasting development - the rediscovery of old ingredients and traditional, natural manufacturing processes positioned as premium. Finally, sustainability is also playing an increasingly important role in the beverage market. This involves the social and environmental impact of manufacturing, ensuring resource cycles and fair dealings with partners in the production chain. The interaction of these trends opens up several fields of action in which the beverage industry must develop further in terms of strategy, technology and processes in order to secure its competitiveness in the long term.