Health-minded consumers are seeking beverages to address various wellness needs. Such beverages often contain nutrients-rich herbs, spices, extracts, vinegar and fruits/veggies to provide support to wellness.
From a margarita made with Mayan aphrodisiac damiana to a zero-proof Aperol Collins with stress-reducing holy basil and ashwagandha, these drinks illustrate the power of marrying nostalgic flavors with functional ingredients.
Plant-Based Movement
The plant-based movement has quickly expanded beyond soy milk and veggie burgers. New products are being created that mimic animal-based foods without compromising taste, texture or nutrition. When these items hit menus they generate great interest from various consumers; authentic and educational marketing strategies can convert this curiosity into long-term loyalty.
Plant-based eaters tend to be extremely mindful about what they consume and its impact on the planet. Their diets generally consist of whole foods like vegetables, fruits, whole grains, beans and nuts with meat and sweets consumed less frequently.
Eating a plant-based diet has been linked with reduced rates of heart disease and high blood pressure, obesity and chronic conditions like diabetes. Furthermore, plant-based eaters report lower inflammation levels and faster recovery from workouts or injuries thanks to an increase in anti-inflammatory foods. While plant-based eating may offer many health advantages, not everyone may wish to become vegan or vegetarian.
Beauty From Within
The beauty-from-within trend is one of the fastest growing categories within functional beverages. This subcategory encompasses products designed to support hair, skin and nail health through regular consumption – serving as a complement to topical skincare treatments while aligning with holistic wellness movements.
Kwik-Uribe points out that initially, this category consisted of only conventional/common nutrients such as collagen, omega-3s, biotin and vitamin E; but now that Kwik-Uribe notes that “now the industry recognizes the need to innovate and develop ingredients with wider-reaching benefits”, such as nutrition 21’s 2021 launch of Lustriva which delivers novel forms of silicon and biotin.
Furthermore, the beauty-from-within market is expanding to encompass ingredients that support gut health, cellular health, and stress management. A functional beverage developed by Feed Your Skin contains a proprietary combination of antioxidants such as hyaluronic acid, peptides, and melons extract that provide both aesthetic and health benefits in one daily shot.
Focus & Mental Clarity
Mindful thinking, rational decision making and uninterrupted concentration are essential skills in our everyday lives. Cultivating mental clarity through healthy lifestyle strategies such as sleep, diet, exercise and mindfulness practice is possible through numerous tools available today.
Mental clarity allows your memory to function at its best, your thoughts to flow swiftly and you to perceive the world clearly. Such clarity of thought and perception are immensely useful both personally and professionally as it increases productivity while helping you view situations objectively.
Attributes that contribute to mental clarity issues include prolonged stress or anxiety, poor sleep quality, an unhealthy diet and living a sedentary lifestyle. But decluttering your environment and switching off technology are effective solutions that can improve cognitive function and decrease brain fog. Furthermore, eating foods rich in brain-supportive vitamins, antioxidants and omega-3’s may also have a beneficial impact on mental clarity; and staying well hydrated throughout the day is vital for optimal focus and concentration.
Stress Relief
Stress relief is of paramount importance when it comes to prioritizing health and wellbeing, with techniques like mindfulness meditation and breathing exercises providing greater productivity, mental clarity, reduced anxiety and depression levels as well as greater productivity overall.
The beverage industry is responding to this societal shift by developing functional beverages with adaptogens, probiotics and prebiotics to support digestive health, cognitive performance, immune function and energy levels. These drinks have been designed specifically to do just that!
Many drinks aimed at soothing and relaxing are made up of drinks infused with herbs known for their soothing properties, like chamomile tea which Harvard Health has reported helps promote relaxation and improve sleep quality; and tulsi latte aids digestion while supporting immunity (BBC Good Food). Other products use phytonutrients or ingredients known to reduce stress or increase focus, like adaptogens such as ashwagandha and rhodiola which have been shown to normalize bodily functions to ease feelings of fatigue and tension (BBC Good Food).
