The Rise of Simple, Sustainable Drinks In A World Of Overcomplication
In a market where ingredient lists stretch longer than a grocery receipt, a quiet revolution seems to be brewing. Consumers, once captivated by drinks touting exotic superfoods, artificial enhancements and unpronounceable additives, are now gravitating toward a simpler, more transparent approach - one that prioritises sustainability and minimalism.
I spent three months traveling from retailer to retailer, stationed at point-of-sale units, engaging with customers (perhaps annoying them) about their purchasing decisions. It was an incredibly insightful experience that gave me the clarity and purpose to move forward.
This shift is a response to years of overengineering in the beverage market. From energy drinks packed with synthetic compounds to so-called health elixirs blending 25 different ingredients, the industry has long equated complexity with value. But today, a growing number of consumers are asking a different question: Is more really better?
The Case for Simplicity
Data suggests that the modern consumer is fatigued by overcomplicated drinks. According to a 2024 study by the Food Marketing Institute, 72% of shoppers now read ingredient labels, with a significant majority preferring products with fewer, natural components.
This desire for simplicity is fueling a new wave of drinks that strip away unnecessary additives in favour of raw, functional ingredients. Sparkling waters infused with single-origin botanicals are replacing sugary, synthetic sodas. Even cold-pressed juices are returning to their roots - just fruit, no fillers.
Sustainability as a Driving Force
The movement toward minimalism isn’t just about cleaner ingredient lists; it’s also about sustainability. The beverage industry has long been criticised for its wastefulness, with billions of plastic bottles discarded annually and supply chains riddled with inefficiencies. Many of today’s forward-thinking brands are tackling these issues head-on by reimagining how drinks are sourced, produced and packaged.
The brand I started, Kaoba, a new entrant in the sustainable beverage space, is one such example. We repurposes cacaofruit - the often-discarded pulp surrounding cacao beans to create a naturally sweet, sparkling soda with just two ingredients: cacaofruit and carbonated spring water.
The chocolate industry discards millions of metric tons of cacaofruit pulp every year. We saw an opportunity to turn that waste into something extraordinary, with no artificial flavours, no added sugar - just what nature provides.
This philosophy is gaining traction across the industry, from brands sourcing surplus produce for juice blends to startups using upcycled ingredients, the emphasis is shifting from overprocessing to mindful production.
The Consumer Awakening
For years, the beverage market thrived on the illusion that complexity equated to health, taste, or innovation, but as consumers become more informed, they are rejecting artificial enhancements in favour of products that align with their values: health, transparency and sustainability.
As this movement continues to gain momentum, the question facing the industry is no longer how to add more, but rather how to strip away the unnecessary. In a world where less is increasingly more, the future of beverages may just be found in the simplest of ingredients.
I hope you found the read mildly interesting.
Mathew Halford