How the cup runneth over
By Melody Caban

The drinkware category presents growing profit opportunities.

Once a simple souvenir, drinkware has exploded into a lifestyle statement and a crucial accessory. The market data reflects this shift. According to a Research and Markets report, the global drinkware market was valued at $35.1 billion in 2024 and is projected to reach $60.4 billion by 2034.


For retailers, the growth in the drinkware category represents a growing profit opportunity.



All in the materials

The modern drinkware aisle offers consumers a dizzying array of choices beyond simple plastic and glass. Retailers must strategically manage their drinkware options to cater to multiple customer niches and maximize margin.


"With the market projected for massive growth, drinkware should be a centerpiece of your profit strategy."


According to a Global Market Insights report, stainless steel and aluminum are booming. Retailers must position these materials as sustainable and durable replacements for single-use plastics.


Consumers are also seeking aesthetic drinkware options, such as ceramics and glass, in order to have their souvenir drinkware act as functional art. Gift shops should capitalize on upscale trends like matte glazes, organic silhouettes and new textures.



Trendy throwbacks

Few trends generate as much buzz and social media engagement as nostalgia. Retro-inspired drinkware has powerful, multi-generational appeal, making these pieces great gifts.


The key to retail success is pairing vintage aesthetics with modern functionality. Examples include insulated metal water bottles with retro color schemes, or a camp mug with a vintage design but a sleek, leak-proof lid. The combination of old-school charm and modern performance allows gift shops to command premium prices.



Limited-edition releases

Limited-edition collections are highly effective in driving sales and creating repeat foot traffic. While major brands use celebrity partnerships, gift shops can localize this strategy by focusing on collaborations.


Try partnering with a regional ceramicist or illustrator for a seasonal collection. If there are any festivals or causes you support, try launching drinkware designs exclusively tied to those events.



The profit play

The humble cup has evolved into a sophisticated collectible that merges sustainability, artistry and emotional appeal. For retailers, investing in trend-forward drinkware isn’t just about stocking shelves; it’s about telling a compelling story and connecting with customers’ lifestyle choices. With the market projected for massive growth, drinkware should be a centerpiece of your profit strategy.



Melody Caban is founder of Melody CabAn Consulting, a Latina-owned consulting service that cracks an urgent problem facing museums. Learn more at www.melodycabanconsulting.com.