Some beverages do more than just taste good. So-called functional beverages are considered to be any non-alcoholic drinks that offer additional health benefits because they contain bioactive components from a plant, animal, microorganism, or marine source. Classified as dairy-based, plant-based, and energy or sports drinks, functional beverages are included in the broader category of functional drinks. These drinks have a specific function beyond hydration, with no added ingredients, to support health and wellness.
In the United States, the sales of functional beverages increased 54 percent to $9.2 billion between 2020 and 2024 -- quicker than the 43 percent growth of the non-alcoholic beverage market overall. In fact, functional beverages comprise about 10 percent of the entire U.S. non-alcoholic beverage market.
Consumer interest in these functional drinks is fueled by a growing awareness of not only the dietary impact on health, but the chaotic lifestyles that lead to unhealthy eating, the boost in availability of high-convenience functional foods, and an interest in complementary and alternative medicine designed to prevent and treat chronic disease.
That’s a lot of responsibility for one drink!
The Rise of Functional Drinks
These days, the soda aisle in your local grocery store is starting to resemble a pharmacy. Sodas made with mushrooms for better mental clarity… fruit juices augmented with digestive health-enhancing bacteria… collagen-infused water for more supple skin… energy drinks that claim to burn body fat. You’ll see all that and more just by visiting any convenience store.
The frenzy of functional beverages got its start in the late 1980s with caffeine- and vitamin-loaded energy drinks like Red Bull. This has since grown into a multi-billion-dollar industry, with hundreds of brands competing for consumer attention. They’re achieving that goal by relying on wellness-focused marketing and exotic ingredients that catch the eye.
Each functional beverage seems to be marketed at a different need in consumers:
- Those who are stressed out can reach for a drink with ashwagandha, which is a shrub that’s been used in herbal medicine for centuries.
- Those who want to kick their workout up a notch can go for drinks containing chromium, which is a metabolism-boosting mineral.
- Those who want to get in the mood to party yet without alcohol can choose non-alcoholic beers and spirits that have been infused with guayusa, which is a leaf containing antioxidants and caffeine.
For marketing companies, selling beverages as healthy is nothing new. In the last half-century alone, we’ve seen a variety of beverages ranging from Ovaltine to wheatgrass juice take their 15 minutes of fame as nutritional supplements. Social media has taken the buzz to a whole new level. Two of those novelties are adaptogens, which are mushrooms and plants that help the body respond better to stress and fatigue; and nootropics, which are synthetic or natural cognitive enhancers like gingko, amino acids and caffeine.
However, consumer awareness, like with any other product, is key. It’s important to do your research before purchasing trendy functional drinks, and always read the labels.
Grab Your Favoriate Functional Drinks from Beverage Universe
For drinks that go beyond the basic, come see what we have to offer here at Beverage Universe. Call us to place an order after you see what we have on our site.