The rise of functional beverages promises more than just hydration, as more consumers look for drinks that do more than quench thirst. In 2024, clean label products posted an 8% increase in sales over the previous year, outpacing other categories. This growth reflects a rising demand for health-driven goods designed to boost focus, digestion, sleep and stress support.
Wellness is no longer limited to food or fitness as beverage brands move quickly to meet demand. Companies are leaning into research-backed claims and cleaner formulations to stand out in a crowded market. As more consumers become conscious of their health, functional drinks are being added to their routine.
What’s fueling the buzz
Consumer interest in functional beverages continues to climb as health and convenience take priority in daily routines. A surge of 258 new product launches in the past year signals how brands are racing to stake their claim in the functional beverage space, using bold health claims and niche ingredients to stand out. These drinks are designed for consumers who want more than refreshment and expect functionality to fit their fast-paced lifestyle.
Millennials and Gen Z are driving the shift as they demand more from what they drink. They check ingredients, question claims and expect every bottle to deliver more than hydration. For these consumers, wellness starts with everyday choices and shows up in every sip.
Inside the bottle
Brands combine traditional botanicals with bioactive ingredients to create drinks that meet modern wellness goals. Adaptogens like ashwagandha and rhodiola are added for their potential to reduce stress by managing cortisol levels. Nootropics such as L-theanine and ginseng are used to support focus and mental clarity without relying on stimulants.
Digestive health drives demand as brands highlight the gut’s role in immunity and metabolism. Formulas feature probiotics and prebiotics to support microbial balance, along with added vitamins and electrolytes for hydration and immune function. Cannabidiol and hemp drinks continue to enter the market with stress-relief claims, though research on their effects remains limited.
Top drink formats gaining ground
Kombucha maintains its foothold in the market as demand for fermented teas with probiotic benefits remains steady. Sparkling waters infused with herbs and botanicals gain traction as refreshing, low-calorie options that fit clean label expectations. Mushroom-based drinks featuring lion’s mane and reishi continue to expand as consumers explore natural ways to support cognition and immunity.
Protein waters and smoothies evolve into go-to staples for active lifestyles, offering functional blends that fuel workouts and recovery. Their crossover appeal as nourishment and hydration keeps them relevant in a market focused on convenience and wellness.
Big players in the game
Indie brands like OLIPOP, Poppi and Recess capture attention with vibrant packaging and formulas that promote gut health and mood support, often using prebiotics and botanicals. Larger players such as Coca-Cola and PepsiCo are scaling their functional offerings through acquisitions and research and development, aiming to claim space in the growing wellness category.
Meanwhile, celebrity-led labels and influencer campaigns are fueling awareness across digital platforms. Retail shelves reflect this shift as wellness drinks backed by social proof and sleek branding compete for visibility in mainstream stores.
Need-to-know for shoppers
Not all functional drinks match their marketing claims, especially those labeled as clinically backed or scientifically formulated. Some rely on minimal clinical evidence or include active ingredients in amounts too low to produce effects. Experts say results often depend on consistent use and proper dosage, particularly with adaptogens.
Even natural ingredients can interact with medications or aggravate underlying conditions, raising concerns for some consumers. Medical professionals advise individuals with existing health issues to speak with their doctor before adding functional beverages to their daily intake.
Shoppers navigating the functional beverage aisle should prioritize brands that disclose ingredient sourcing and carry third-party certifications. Clear function claims and minimal added sugar help distinguish credible products from overhyped blends. Some drinks stack ingredients like caffeine, herbs and amino acids, making label scrutiny essential to avoid excessive or risky combinations.
A lifestyle in liquid form
Functional beverages are evolving into daily essentials as health and wellness merge with convenience and personalization. Consumers now look beyond flavor and calories, seeking drinks that align with mental performance, recovery and emotional balance. As health goals shift from occasional resets to everyday habits, functional beverages are finding their place in fridges, bags and daily routines.
Zuzana Paar is the creator of Sustainable Life Ideas, a lifestyle blog dedicated to simple, intentional and eco-friendly living. With a global perspective shaped by years abroad, she shares everyday tips, thoughtful routines and creative ways to live more sustainably, without the overwhelm.
Disclaimer: These statements have not been evaluated by the Food and Drug Administration. The contents of this article, made available via Food Drink Life, are for informational purposes only and do not constitute medical advice. The Content presented here is not intended to be a substitute for professional medical advice, diagnosis, or treatment. Always seek the advice of a qualified healthcare provider with any questions you may have regarding a medical condition or dietary changes. Reliance on any information provided by this article is solely at your own risk.