As consumers adopt healthier lifestyles, their choices are increasingly reflected in their drink orders. In Australia and New Zealand – as around the world – the demand for low-sugar, nutrient-dense and wellness-focused beverages is reshaping menus. Staying ahead of this trend is essential for hospitality operators who want to meet customer expectations and foster brand loyalty.
A recent report by the University of South Australia, Flinders University and the University of Otago showed that 27% of consumers would pay nearly double the price for ‘healthy’ drinks that contain low/no sugar, natural/ no additives, or vitamins and minerals. In a study of more than 1000 consumers from Australia and New Zealand, researchers also found that younger consumers (aged 18-24 years) were more likely than older diners to be interested in healthier drinks.
With the growing prominence of societal health trends and the increasing availability of quality and better-tasting healthier drink options, a broader range of consumers is bembracing these beverages – beyond patrons who only prioritise health, natural ingredients, or sustainability. These healthier beverages have, over time, evolved from a niche category to becoming part of the mainstream.
The demand for healthier options speaks to a broader shift towards improved energy levels and long term wellness, and with the summer season in full swing, refreshing, low-sugar drinks with natural ingredients have been in higher demand. The rise of wellness culture, bolstered by social media, has made superfoods, adaptogens and functional beverages mainstream. Ingredients like turmeric, ginger and kombucha are no longer niche but are expected by many health-conscious patrons. Offering these options signals a commitment to modern, thoughtful menus and a desire to move with the times – increasingly important principles for cafes and restaurants aiming to stand out in a competitive market.
For hospitality businesses, adapting to this demand means more than simply adding a few “green” options to the menu. It’s about understanding customers’ desire for drinks that meet their personal health goals. A focus on fresh, locally sourced ingredients aligns with this trend and resonates with the sustainability values that many in Australia and New Zealand prioritise. Introducing healthier beverages doesn’t have to be complex. Signature smoothies, kombucha blends and herbal infusions are cost-effective options that can
elevate a menu while appealing to diverse tastes. Training staff to explain the health benefits of these offerings adds another layer of value to the customer experience.
As the new year unfolds, creating innovative, health-forward drink menus isn’t just an opportunity to boost sales – it’s a way to reflect evolving consumer priorities and solidify a brand’s relevance in the dynamic hospitality landscape.
