Health-minded consumers seek beverages that address specific wellness goals. Functional drinks containing herbs, botanicals and nutrients provide tailored solutions conveniently packaged in cans.
Add something beyond water to your beverage repertoire that supports immune health, digestion and mental clarity. Or opt for drinks containing adaptogens and nootropics like chaga, ashwagandha and reishi; or relax with soothing blends including Rhodiola rosea, Chamomile and L-Theanine for relaxation.
Hydration
Hydration is essential to health, so functional beverages that provide an added boost in this area are incredibly popular among consumers. Such drinks may contain ingredients to support digestion, reduce stress, aid with weight loss or simply boost energy.
Similar to drinks that promote clarity and focus, beverages containing ingredients like CBD, L-theanine or chamomile are popularly consumed to improve mental wellbeing.
Exercise enthusiasts and athletes are an influential group driving demand for functional beverages that provide hydration and recovery after exercising, often enhanced with electrolytes, protein or other ingredients to promote muscle repair and growth.
Energy
Functional beverages contain many familiar ingredients to consumers; turmeric, ginger, mushrooms and ginseng have long been considered part of traditional herbal medicine. Meanwhile, newer wellness-oriented ingredients like CBD and adaptogens are quickly gaining in popularity and make a great fit for beverages.
Mintel reports that among functional beverage users, hydration (39 percent), energy boost (21%), and immune support (21% each) are among the top sought-after health benefits from functional beverages. Other key areas include digestive aid (14%), mood improvement (9%) and sleep enhancement properties (7 percent).
Customers looking for functional drinks are seeking multiple benefits, making it essential for brands to identify their core offering and deliver. Effective marketing and education around the science behind beverages can build trust while expanding market penetration, while transparency around ingredients and claims can establish credibility of a brand – something especially vital as more countries consider taxing unhealthy foods and drinks.
Immune Support
As the corona pandemic has progressed, there has been an increase in consumer interest for drinks that provide immunity boosting properties and aid recovery. From turmeric shots for digestive support to adaptogenic blends with reishi mushrooms for stress relief or sleep aids with ashwagandha and valerian, functional ingredients that promote wellness have become increasingly important to consumers.
But it is also essential to take the long-term effects into account. Rashmi Mullur, an endocrinology assistant professor and herbal medicine practitioner at UCLA Health, warns that adaptogens such as ashwagandha and reishi should only be consumed in short courses; long-term consumption would likely prove hazardous.
Low and zero-alcohol drinks have rapidly expanded into the functional beverage market. Hard seltzers and kombucha are two such drinks which have seen great growth; Karine, a Dallas dietitian and fitness coach believes these are ideal solutions for people wanting to reduce alcohol intake.
Mental Health
Mental wellness is just as crucial to overall wellness as physical wellness, with negative mental state having serious repercussions for daily functioning and relationships with others. There are various methods available for maintaining mental wellbeing such as regular exercise and sleep habits, diet changes, stress management techniques and psychotherapy that can all play an integral part.
Functional beverages have become an increasing focus in the beverage industry, offering many mental wellness benefits like cognitive enhancement and mood support. Ingredients contained within such drinks may include nootropics, adaptogens and other plant-based compounds proven to increase mental performance.
An ideal beverage to help consumers unwind and prepare for sleep may contain herbal ingredients like liquorice root, valerian, lemon balm or lemon balm to ease tension in the brain, while non-alcoholic aperitifs might include ingredients like reishi mushrooms, ginseng and ashwagandha to reduce inhibitions and boost confidence – however it can be difficult for consumers to know exactly what they are ingesting when it comes to these products.
