Functional beverages are trendy offerings that promise specific health benefits beyond simple hydration, such as strengthening immunity or improving digestion or increasing energy. Many contain ingredients which support immune health or digestion issues or boost energy levels.
There is also an increasing demand for beverages that help relax and alleviate stress using ingredients like CBD, adaptogens like mushrooms or L-theanine – something driven by younger demographics focusing on holistic wellness.
Hydration
Consumers have increasingly become interested in functional drinks that provide holistic wellness experiences, like green juices, probiotic sodas and “better-for-you” cocktails. Unfortunately, the market faces various hurdles including misconceptions and doubt about health claims.
Hydration remains one of the top consumer priorities; 37 percent of global consumers want to hydrate with functional beverages for this reason alone. Furthermore, functional beverage offerings may provide immune boosting and soothing effects as additional attractive selling points.
Many brands are turning to science-backed ingredients such as nootropics and ashwagandha to boost mental performance, and plant-based and clean label options, like those found at Waitrose Functional Drink Bay featuring yerba mate, CBD kombucha beverages as a solution – yet these drinks must balance healthy claims with desirable taste for this sector to thrive.
Energy
Health-minded Millennials and Gen Zers prioritize holistic well-being, and are increasingly turning to functional beverages as part of their wellness plans. These beverages often contain ingredients proven to support specific bodily functions – immune support, mood enhancement and energy boost among them.
Consumers love these natural-profiled beverages for both their flavor and benefits, making them part of their regular regiment. According to Mintel research, half of users consume functional drinks at least weekly regardless of any particular benefit offered by these drinks.
On-trend products include adaptogenic herbs like matcha for an antioxidant boost and lion’s mane for cognitive performance; super mushrooms such as Reishi and Tremella that reduce stress while providing mental clarity; plant extracts with known benefits like CBD or nootropics that support mental clarity.
Mood
Functional drinks have increasingly become part of the non-alcoholic category, offering consumers buzzy ingredients such as CBD, adaptogens such as lion’s mane and reishi root extract, and L-theanine for mood enhancing benefits. These beverages aim to provide feelings of calmness and clarity.
Urvashi anticipates a continuation of the mood trend, with an emphasis on “ageing better and improving mental clarity and sharpness.” She believes we will see more personalized options with drinks tailored specifically to supplementation needs.
Brands can stay ahead of the competition by understanding how functional beverages are used for energy or relaxation, including small behavioral and attitudinal differences that will open new opportunities for product development and growth. Doing this will enable brands to effectively meet customers’ needs while creating products tailored specifically towards need states that give brands a competitive advantage.
Digestive Health
As consumers prioritize wellness-driven lifestyles, functional beverages have become an increasingly popular alternative to pills and powders for supporting certain bodily functions within normal limits. Offering consumers another form of relief while keeping costs within control, these drinks contain ingredients long used in traditional medicine (ginger or turmeric) or synthetic nootropics as dietary supplements – among others.
Some brands provide multiple benefits while others specialize in just one, such as adaptogens for stress prevention and relief, brain-enhancing botanicals such as Reishi mushrooms, magnesium for sleep, mood and bone health are just some of the on-trend ingredients found in functional beverages.
To get the most from these products, it’s best to select beverages that support your own personal health goals and look at sugar and calorie contents as well as ingredient transparency if you have dietary restrictions.
Brain Health
Brain health and wellbeing are integral parts of overall wellness. Cognitive resilience provides individuals with tools to cope with everyday stressors such as anxiety and uncertainty while supporting them in meeting personal goals, contributing to communities and societies and maintaining mental well-being.
Functional beverages are an ideal way to address these needs, with ingredients proven to support normal body functions. Common examples include adaptogens like lavender and valerian to reduce stress; caffeine provides energy; while herbal ingredients like L-theanine enhance cognitive performance while mitigating any potential negative side effects (such as jitteriness).
Success for these beverages lies in meeting consumers’ long-term health needs. Make sure your marketing highlights the specific benefits and ingredients in order to drive uptake and consumption.
