The role of food and beverage industry has increased in the recent years. Choice of beverage consumption has a vital role to play in our life. In today’s stressed work culture lifestyle diseases are becoming a big concern and people are finding ways to overcome health issues. Anticipating the increased demand of health products companies are spending more than before on producing new drinks with bigger benefits to health and wellness of the consumers. The objective of this study is to examine the new products emerging in the market of beverages and the factors influencing the trends. This research will help in evaluating the new growth categories of the beverages and the areas of product development. The major factors influencing the research and development are also highlighted in this study. Thus the recognition of the new role of beverages in prevention of health damage is essential to understand for the companies.