What’s in it for me?
When consumer trends are all about prioritizing prevention in 2024 and feeling your positive best in 2025, it is obvious where consumer priorities lie. Achieving wellness goals with minimal effort is a key ask, and functional drinks offer an easy, convenient way to do just that. So, which benefits are top of the mind for most consumers today?
$276.1B is the projected growth of functional drinks by 2032
65% prioritize consumption geared towards healthier gut
61% prefer products that promote mental wellbeing
43% are exploring connection between diet and hormonal balance
Gut health on the glory trail
Gut health is one of the top functional benefits for consumers today as our digestive health has far reaching effects on our body and wellbeing. With considerations like gut microbiome taking on a role, products labeled with probiotic and prebiotic ingredients have become a staple on shelves. And this growth is only likely to accelerate. Over 80% consumers across China, the UK, and the US already prioritize gut health and over 50% think it will be a higher priority in the coming years.
The matters of mood and mind
A boost in brain power and emotional balance are fast becoming important factors. Drinks that claim to enhance focus, memory, and productivity are go-to solutions for those looking to stay sharp and perform their best. Beverages that aid stress management and relaxation are also in high demand as consumers seek products that help them feel more balanced, calm, and in control.
Hydration with an edge
Hydration is the basic outcome of consuming any beverage, including water. But consumers are no longer satisfied with anything basic. Enter elevated hydration associated with water-based or clean-label drinks. From electrolyte boost and plant-based water to low-sugar sports drinks and fortified water, consumers have a wide variety of choice to quench their thirst while getting something extra out of it.
Making age just a number
Aging may be a natural process, but consumers are ready to take charge by delaying the effects of advancing years through both nutrition and lifestyle changes. Active aging focuses on wellness goals such as bone and joint health, heart health, cognitive abilities, hormonal balance, menopausal health, and even longevity – opening up opportunities in new product development and positioning.
Low on sugar, high on benefits
Reduced sugar or no-added sugar is a top ask today. The claim is especially important for the health-conscious consumer base of functional beverages. Brands are responding by exploring multiple innovative approaches – from natural sweeteners to advanced food science solutions – to deliver the same indulgent taste and texture without added sugar and calories.
Make it good
That is the main driver in functional drinks, whatever may be the benefit. The top benefits listed above are by no means an exhaustive list. As people differ so do their ask from this segment. Take immunity – it may not be as prominent as it was a couple of years ago but it’s still an important consideration. And so are niche benefits like skin health and beauty boost. Embracing a holistic view of nutrition, consumers are focusing on personalized, functional benefits that cater to their unique needs.
Taking the discussion further, we’ll explore the top ingredients driving these benefits in our next post and explore how they help functional drinks deliver on claims and drive innovation. Download our exclusive report to get in-depth insights and expert inputs or subscribe to our monthly newsletter to get the next story in your inbox.
Innovation and partnership to improve global food access
The matter of functionality
