Food And Beverage PR Agency Highlights 2025 Functional Beverages Trends

Functional beverages are rich in vitamins and minerals, herbs, amino acids, probiotics, or other bioactive substances, and these beverages are designed to improve digestive health, boost immunity, energy, and cognitive performance. Health-conscious individuals are embracing popular functional beverages such as energy drinks, herbal teas, functional waters and juices, protein drinks, plant-based dairy alternatives, probiotic and probiotic beverages, and protein drinks.

Did you know . . .

• “The global functional beverages market is expected to grow at a CAGR of 6.3 percent from 2028 and reach $277.89 billion in 2033.” (Source: Research and Markets)
• “The health and wellness segment is expected to be the fastest-growing segment in the functional beverages market segmented by function, at a CAGR of 5.8 percent during 2023-2028. (Source: Research and Markets)
• “The global functional drinks market is witnessing a surge in demand for convenient, on-the-go nutrition solutions driven by fast-paced lifestyles and health-conscious consumers. These beverages cater to individuals seeking quick, accessible ways to enhance hydration, energy, or overall wellness without disrupting their schedules.” (Source: Straits Research)

Market Dynamics And Future Outlook

The functional beverages sector is likely to have steady growth in the years to come, especially the products based on natural ingredients, personalization, and sustainability. People are interested in products that will help them to find a perfect match for their wellness that includes consuming better water, a healthy gut, and boosted brain activity.

The concept of ‘health up’ rather than 'sugar down,’ reflects the preference for foods that contain the nutrients that will benefit the body rather than avoiding the nutrients that will be detrimental to the body. “This change is seen in functional sodas, enhanced waters, and adaptogenic drinks.” (Source: Food Navigator-USA). To tap into the new trends, the beverage companies are considering the use of natural flavors, botanical extracts, and functional fibers, which help to supplement the nutritional values of the drink.

In this blog, Allen Marketing Communications, Inc., a boutique food and beverage public relations agency based in New York City, spotlights the key functional beverage trends.

Wellness Drinks: Holistic Health In A Bottle

Wellness drinks contain elements such as adaptogens, antioxidants, vitamins, and minerals to improve energy, stress, and focus. Some functional juices are now incorporating mushrooms, lion’s mane and reishi, for their anti-stress and brain-promoting qualities. Research reveals “79 percent have shown willingness to consume products for brain health, making wellness drinks a new sub-sector of functional drinks.” (Source: Glanbia Nutritionals).

Probiotic And Prebiotic Drinks: Gut Health Takes Center Stage

Consumers’ interest in how gut health directly affects their well-being has increased the demand for probiotic and prebiotic drinks. These beverages are aimed at having a prebiotic or probiotic effect on the digestive system, strengthening the immune system, and even improving overall mental health. “The global adaptogenic mushrooms market will be worth $8.7 billion in 2022 and is predicted to grow by 10 percent in the next ten years, signifying the market demand for functional health products.” (Source: Technavio).

Prebiotic sodas and fermented drinks, such as kombuchas, are becoming popular since they are tasty while also healthy for the gut. “The growing consumer awareness is spurring innovative beverages that contain all sorts of fibers and fermented ingredients.” (Source: Food Navigator-USA).

Hydrating Drinks: Beyond Basic Thirst Quenching

Functional hydrating drinks now contain more electrolytes, vitamins, and minerals for increased rehydration and replenishment. “New types of water enriched with vitamins and minerals, including water enhancers and electrolyte-infused beverages that can meet demand for both hydration and nutrition value, prove this trend.” (Source: AMC Global).

Research reveals “the functional beverage market will continue to grow, especially through products that provide for enhanced hydration during vigorous physical activities.” (Source: Mordor Intelligence). Clean-label and natural sources have led to a rise in the use of natural and even organic ingredients in brands.

Dairy Alternative Drinks: The Plant-Based Revolution

Dairy substitute products such as almond milk, soy, oat, and coconut milk have exploded in popularity as consumers seek more plant-based food. The plant-based alternatives are suitable for people who are allergic to milk, vegetarians, and those who would like to embrace a green diet with natural foods. “The dairy and dairy alternative beverage market is growing, and there is a great market for plant-based products due to people’s concerns about their health.” (Source: Mordor Intelligence).

Food producers are also adding nutrients that are present in traditional cow’s milk, including calcium, vitamin D, and proteins, to plant-based milk. Dairy alternatives are set to shape the functional beverage market.

Sustainability And Transparency In Functional Beverages

In addition to the health benefits, consumers are now paying attention to the sustainability of the products. Consumers would also like to have information on the origins of foods and their production. To meet these demands, “brands have started declaring their ingredient lists, adopting ethical production practices, and using creative packaging and innovative and recyclable materials.” (Source: AMC Global). Functional beverages also include upcycling of the ingredients used, biodegradable packaging, and carbon-neutral measures.

There is also a shift in focus to regional sourcing—the manufacturers source raw materials from local farms and producers to fulfill their supply chain. Regional sourcing goes a long way in making the food and beverage sustainable and, at the same time, satisfying the customers’ desire for authentic and organic products.

The functional beverages market presents major opportunities for brands to add line extensions to cater to health-conscious consumers. By using targeted media relations and social media marketing, our team of food and beverage professionals and social media strategies can help brands tap into the growing functional beverages market.

By Joanna Allen, chief executive officer, Allen Marketing Communications, Inc.