Whether you're in the c-store or grocery industry, you know your customers are looking for functional beverages. You need to understand what is growing in functional beverages trends, why they've become a trend, and how you need to plan your beverage assortment.

Global sales in functional beverages reached $125 Billion in 2022 and is expected to reach $205 Billion by 2028, according to International Market Analysis Research and Consulting Group (IMARC Group).

Functional beverages are drinks that incorporate nontraditional ingredients, offering basic health benefits. These ingredients include bioactive compounds rich in essential minerals, vitamins, amino acids, peptides, and unsaturated fatty acids. By integrating these extra nutrients, functional beverages can significantly improve digestion, boost immunity, enhance cognitive function, and support mental health. The convenience of these health-enhancing drinks allows consumers to easily incorporate beneficial nutrients into their daily routines, promoting overall wellness on-the-go. As the market for functional beverages grows, so does the responsibility to guarantee they deliver on their promises without compromising consumer health or the environment.

For more trends across the beverage market, read our beverage outlook whitepaper.

Global sales in functional beverages reached $125 Billion in 2022 and is expected to reach $205 Billion by 2028, according to International Market Analysis Research and Consulting Group (IMARC Group). Manufacturers are meeting this demand with innovative products infused with vitamins, probiotics, adaptogens, and herbal extracts.

The functional drinks market is one of the fastest-growing industries (source). From our perspective, what is great about this market is that it includes different types of audiences. Target markets like kids, seniors, sports persons, immunity-compromised people, fitness enthusiasts, and others.

Understand how we analyzed this trend by reading our comprehensive guide to trend analysis.

The growth of functional beverages is driven by a heightened awareness of personal food consumption and a desire for nutrient-rich products. As more people prioritize their health, they seek out beverages that offer enhanced nutritional benefits to fuel their bodies. This trend is further amplified by the rising prevalence of physical and mental health issues, prompting individuals to look to their diets for solutions.

Functional beverages are also convenient. This combination of health consciousness and the search for quick dietary solutions has fueled the rapid expansion of the functional beverage market.

We've also seen a 44% increase in conversations around the negative impacts of energy drinks, with crazy stories of people being seriously injured from high caffeine energy drinks. This is driving people to move to healthier alternatives, which still provide an energy boost.

Phenolic compounds in plants offer significant health benefits, including antioxidant, anti-inflammatory, and antimicrobial effects. They protect against chronic diseases, improve heart and brain health, regulate blood sugar, aid weight management, and support skin health. Including phenolic-rich foods like fruits, vegetables, tea, and coffee in your functional beverages may greatly enhance overall well-being.

Vitamins enhance immunity, energy levels, bone health, and skin health. They also support cognitive function, heart health, and eye health. Including vitamin-enhanced beverages in your diet can significantly boost overall well-being.

Probiotics offer numerous health benefits by supporting digestion, boosting immunity, and improving mental health. They help manage digestive disorders like IBS, reduce inflammation, and promote heart health. Incorporating probiotic-rich foods like yogurt and kefir into your diet can significantly enhance overall well-being.

Adaptogens help the body manage stress, enhancing mental clarity, energy levels, and overall well-being. They reduce anxiety, improve mood, boost immune function, and support physical performance. Including adaptogens like ashwagandha and rhodiola in your functional beverages can significantly improve stress resilience and vitality.

Amino acids support muscle growth and repair, enhance athletic performance, boost immune function, and aid in hormone production. They also reduce muscle soreness and fatigue. Including amino acids in your diet promotes overall health and well-being.

Peptides promote skin elasticity, support muscle growth and repair, enhance wound healing, and boost immune function. They also help regulate hormones and improve bone health, contributing to overall health and appearance.

1. 1Improved Digestion: Many functional beverages contain probiotics, prebiotics, and digestive enzymes that help maintain gut health, reduce bloating, and promote regular bowel movements.
2. 2Boosted Immunity: Ingredients like vitamins C and D, zinc, and antioxidants strengthen the immune system, helping to fend off illnesses and infections.
3. 3Enhanced Energy Levels: Functional beverages often include natural caffeine sources, B vitamins, and adaptogens to provide sustained energy and combat fatigue without the crash associated with sugary drinks.
4. 4Mental Clarity and Focus: Ingredients such as omega-3 fatty acids, ginseng, and nootropics support cognitive function, improving memory, concentration, and overall mental clarity.
5. 5Weight Management: Some functional beverages contain ingredients that boost metabolism, suppress appetite, and support healthy weight loss efforts. 

Social media platforms like Instagram and TikTok have significantly contributed to the rise in popularity of functional beverages trend. These platforms have become influential spaces for promoting healthy diets and new drink trends, allowing brands to showcase their products to a broad and engaged audience.

To learn more about other TikTok food trends, read our blog on TikTok food trends of 2024.

Diving into some specific trends within functional beverages - these include prebiotic sodas, mushroom coffee, water kefir, and functional energy drinks. To understand how we identify trends, read our blog on social listening vs social monitoring.

Prebiotic sodas are a type of functional beverage designed to support gut health by providing prebiotics, which are non-digestible fibers that feed beneficial gut bacteria. Unlike traditional sodas, prebiotic sodas typically contain lower sugar levels and natural ingredients, making them a healthier option. These beverages can enhance digestion, improve nutrient absorption, and boost the immune system. With a variety of flavours and formulations, prebiotic sodas offer a tasty and refreshing way to promote gut health and overall wellness, appealing to health-conscious consumers looking for an alternative to conventional sugary drinks.

Olipop is an example of a prebiotic soda that supports digestive health with its blend of prebiotics, botanicals, and plant fibers. It's a low-sugar, low-calorie alternative to traditional sodas, free from artificial sweeteners, colors, and preservatives. These natural ingredients aid digestion and promote overall wellness, making Olipop a beneficial addition to a balanced diet. Olipop has seen a rise in sales in the US after gaining popularity on TikTok.

Water kefir is a functional beverages trend made by fermenting water with kefir grains, which consist of beneficial bacteria and yeast. This fermentation process results in a refreshing, slightly fizzy drink rich in probiotics that support gut health and digestion. Water kefir is naturally low in calories and sugar, making it a healthier alternative to sugary sodas. Additionally, it can be flavored with various fruits and herbs, offering a versatile and enjoyable way to consume probiotics. Its digestive benefits and refreshing taste make water kefir a popular choice for those seeking a natural boost to their overall wellness.

Functional energy drinks are beverages designed to provide a healthy boost of energy while offering additional health benefits. They often contain natural ingredients like green tea, ginseng, and B vitamins, which enhance energy and focus without the crash associated with traditional energy drinks. These drinks may also include electrolytes for hydration, adaptogens for stress relief, and antioxidants for overall wellness. Functional energy drinks appeal to health-conscious consumers seeking a balanced, sustained energy boost and improved mental clarity throughout the day.

Mushroom coffee is a functional beverage that combines traditional coffee with medicinal mushrooms like chaga, lion's mane, and reishi, offering several health benefits. It enhances cognitive function, improves focus and mental clarity, reduces stress, and promotes relaxation. Rich in antioxidants, it supports the immune system, provides sustained energy without the typical coffee jitters, and has anti-inflammatory properties. These combined benefits make mushroom coffee a popular choice for health-conscious individuals seeking more from their daily cup. 

For more trends across the beverage market, read our beverage outlook whitepaper.

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Functional beverages are drinks that incorporate nontraditional ingredients to offer health benefits beyond basic hydration and nutrition.

Functional beverages are popular because they provide additional health benefits such as improved digestion, boosted immunity, and enhanced cognitive function.

Examples include prebiotic sodas, mushroom coffee, water kefir, and functional energy drinks.

Prebiotic sodas support gut health by providing fibers that feed beneficial gut bacteria, enhancing digestion and nutrient absorption.

Mushroom coffee combines coffee with medicinal mushrooms to enhance cognitive function, reduce stress, and boost the immune system.

Functional energy drinks use natural ingredients like green tea and ginseng to provide sustained energy and mental clarity without the crash associated with traditional energy drinks.

The market is growing due to increased health consciousness, demand for nutrient-rich products, and the desire for convenient, health-enhancing drinks.

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