Brands race to satisfy demand for functional beverages that offer more than just flavor

Functional beverages are taking over supermarket shelves, promising everything from improved mental clarity to better skin and enhanced workout performance. With exotic ingredients and wellness-focused marketing, these drinks are designed to do more than just taste good or hydrate.

The frenzy of functional beverages has grown into a multi-billion-dollar industry, with hundreds of brands vying for consumers’ attention. From energy drinks with ashwagandha for stress relief to non-alcoholic spirits infused with guayusa for a party mood, the options are endless.

While nutritionists applaud the trend of seeking out healthier beverages, they also caution consumers to read ingredient labels carefully. With claims ranging from skin hydration to fat burning, it’s important to be aware of what you’re consuming, especially if you have health issues or are pregnant.

The U.S. Food and Drug Administration regulates ingredients and requires truthful labeling, but the science behind some of these claims is inconclusive. Negative reactions can also occur, as seen with lawsuits against highly caffeinated beverages.

Despite the buzz surrounding adaptogens and nootropics, trends within the functional beverage category continue to evolve. Sales of prebiotic and probiotic drinks have soared, while kombucha sales have seen more modest growth.

As consumers become more savvy about the functionality of ingredients, the market for functional beverages shows no signs of slowing down. With global sales expected to grow 7% each year through 2027, it’s clear that these drinks are here to stay.

However, some experts suggest sticking to whole foods for optimal health benefits. With the overwhelming array of options in the functional beverage aisle, simplicity may be the key to truly nourishing your body.