The NPD landscape continues to innovate as brands respond to the growing demand for healthy, more affordable and convenient products. Companies react to the market, blending popular classics with new launches, exploring new avenues of NPD in festive food.
The RTD sector continues it meteoeric rise, valued at USD 732.49 billion in 2023, it is projected to grow from USD 766.69 billion in 2024 to a staggering USD 1,227.81 billion by 2032.
Driven by consumer demand for convenient, on-the-go beverage options, it is unsurprising then that big names in the soft drink space like Pepsi and Coca-Cola are now committing to this area through partnerships with alcohol giants like Diageo and Bacardi.
Pepsi has launched Captain Morgan Original Spiced Gold mixed with Pepsi Max in EMEA, while Coca-Cola have announced a partnership with Bacardi to launch in several European markets and Mexico in 2025.
Beyond partnerships, flavour experimentation is key in the RTD market. BrewDog’s recent debut of its Chocolate Orange Espresso Martini exemplifies the ongoing trend for coffee-based cocktails. Similarly, Nespresso has entered the RTD space in the US with its first product, tapping into the popularity of espresso martinis.
Nespresso’s move into this market underscores how coffee remains central to flavour innovation, offering consumers an elevated, ready-to-drink experience that balances novelty with familiarity.
These coffee-based RTDs reflect consumer demand for accessible, high-quality products that merge convenience with premium flavours. By introducing modern twists on classic coffee beverages, brands are catering to developing tastes, where quality and ease of use are equally important.
This trend points to the growing "premiumisation" in the RTD sector, as brands compete to offer more than just convenience by focusing on memorable, flavour-driven experiences.
While alcoholic options still dominate the market, wellness-focused drinks are gaining popularity. Drinks like Juno Bamboo Water and Huel’s meal shakes are leading the charge in the health and wellness RTD category.
Juno Bamboo Water, packed with collagen, is an interesting example of a drink that is beginning to appeal to a more niche demographic, particularly menopausal women, who are increasingly seeking out functional ingredients that support skin, hair, and joint health.
Collagen, traditionally found in supplements, is now being introduced in drink form, attracting consumers who value convenience. While there aren’t many examples in this category at the moment, it may be a trend to watch for 2025.
Meanwhile, in the energy drink sector, brands like Monster are targeting a different consumer base, focused more on excitement and quick energy fixes. Monster's recent Rio Carnival-inspired launch taps into vibrant flavour profiles and bold, energetic marketing, contrasting with the more functional, health-focused wellness RTDs.
Highlighting how the RTD sector is diversifying — health RTDs offer targeted, long-term wellness benefits, while energy drinks like Monster’s appeal to consumers seeking immediate energy and bold experiences. Both segments reflect the growing consumer demands but cater to different lifestyle needs.
With busy lifestyles driving the need for quick and accessible options, these beverages are gaining momentum as they align with the consumer desires for both practicality and innovation. RTDs provide solutions that fit seamlessly into daily routines.
The ability to blend familiar flavours with evolving consumer needs is positioning RTDs as a key player in the beverage market.
Brands are getting creative with bold, international flavours, making it easier for consumers to bring global tastes into their everyday meals. With many shoppers cutting back on dining out, brands are helping them recreate these exciting flavour profiles at home.
By investing in NPD, companies are allowing consumers to explore new tastes and experiences from their own kitchens, offering affordable ways to elevate simple meals with international influences.
Dolmio’s Intensify Range, with flavours like Mascarpone and Sun-Dried Tomato, brings Mediterranean richness to everyday pasta dishes. The range is part of Dolmio’s refreshed brand identity, reflected in its updated logo, designed to match the brand's shift toward more adventurous offerings.
Another contender is Pizza Express who, in collaboration with Schwartz, has introduced Spicy Beef & Pepper Pasta Bake Seasonings — a flavour that isn’t typically featured on their restaurant menu.
By bringing this bold option to NPD, Pizza Express is tapping into Schwartz’s consumer offering space and combing it with the growing demand for restaurant-quality flavours at home, to explore new ways to engage consumers in a non-traditional space for the brand.
As more people experiment in the kitchen, brands are offering products that introduce global flavours without the complexity. These flavours allow consumers to explore new tastes while still feeling familiar.
Instead of bold and adventurous, consumers can ease into the more unfamiliar flavour profiles, enjoying restaurant-like experiences from the comfort of home. Brands are creating these more convenient and accessible products to introduce more international flavours as a regular part of the dining table.
TikTok has a way of turning quirky food trends into major sensations. A good example is the current Buldak ramen carbonara trend. What started with a TikTok influencer combining the snack food with cream and egg and popping it in the oven has led to a dramatic rise in status and sales for the noodle brand.
According to The Guardian, sales of instant noodles in general have risen by 50% year on year on Ocado’s website, while searches for ramen noodles have jumped by 35%.
Brands are taking notice of the power of the platform and using it proactively for their NPD. Quorn has taken inspiration from a popular TikTok trend for their Cheesy Nacho Nuggs. The product taps into the viral recipe where people shared their homemade nuggets, using crushed tortilla chips as a crispy coating. It’s a fun, ready-made and meat-free spin on a crowd-pleaser that’s been circulating on social media, so it’s an easy NPD win for Quorn.
Even large brands like US name Chipotle have taken notice. After TikTok creators popularised a custom fajita quesadilla order, the brand responded by adding the Fajita Quesadilla to their digital-only menu, demonstrating how social media trends can directly influence NPD at such a large scale.
According to Mintel 26% of households in the UK avoid dairy. In the US that number is the lower 16%. But despite some alt brands having issues reaching their desired market(sales have dropped globally by 13% in the last two years according to the Good Food Institute), there is still a strong belief in the market, with continued NPD in investment plant-based, vegan, and dairy-free.
Brands are learning from consumers, replacing older less successful items with more innovative alternatives. Simply V continues to build on its status a leader in the cheese alternative market by entering new markets.
The market leader in Germany, has recently entered the UK with its recent Parmavegan Cheese launch through online retailer Ocado.
Smaller boutique brands like the award-winning Tyne Chease are working hard to find their niche with consumers, by looking for gaps in the market. Tyne positions itself as an artisan brand, connecting with shoppers through a direct-to-consumer approach, knowledge-sharing blog posts and giveaways through its social channels.
Ambrosia Plant-Based Custard is taking a different approach, recreating comforting favourites for those who choose or need dairy-free options.
Brands are also honing in on the spooky season. Heinz’s limited-edition Monster Munch-flavoured Mayo is an example of brands blending familiar flavours with the Halloween spirit to attract consumer attention. While Fanta gets spooky with its Beetlejuice-themed limited edition variant called Fanta Zero Afterlife.
Consumers love a mix of comfort and surprise during the holidays—traditional flavours with a twist and playful, rogue products keep them excited. This blend of nostalgia and novelty is exactly why these upcoming launches are hitting the mark.
The run up to Christmas also means that retailers are pulling out the stops for consumers looking to indulge a little early. While this is just a first look, the favourites seem to be all there in spades, with both Co-op and M&S embracing turkey with a twist in their Irresistible turkey feast quiche, and turkey & stuffing pie.
There is also a big commitment to consumers looking for an fish alternative to meat. Tesco, M&S, Asda and Waitrose have all incorporated salmon into their festive offerings, with lobster also featuring at M&S and Waitrose.
Traditional orange flavouring is substituted by the more luxurious (and more accessible) blood orange in both savoury and sweet options at Waitrose (Blood Orange & Festive Spiced Ham) and Co-op (Chocolate & Blood Orange Frangipane Mince Pies).
While in the desserts aisle, it’s all about the caramel/chocolate flavour combination of billionaire’s shortbread, with the traybake favourite featuring several times in recipes at M&S and Co-op.
Brands continue to build on lessons from the past quarter that we investigated at the end of the season.
Want to learn more about planning your NPD strategy and the consumer behaviours that are influencing it in? Then check out our report on the subject...