This paper aims to analyse trends in the food and beverage industry as a result of changing attitudes of modern consumers. Today consumers have transformed their attitudes about food and drink, so they strive for organic food due to the knowledge that food and drink can affect health, beauty, and sustainability, i.e. life extension, and environmental protection, as organic food is safer and better quality. Therefore, modern consumers favour healthy food, from organic farming, that is, sustainably or eco-produced. This market research was carried out using an originally developed online survey which focused on the state of Croatian F&B market in terms of consumer preferences and consumption behavior. The results indicate most customers consume ecological food and drinks, which is elaborated on in more detail in the discussion.