Functional beverage trends 2025
An overview of functional beverage trends in 2025
A market in rapid growth
In 2025, health-conscious consumers are increasingly seeking beverages that offer both enjoyable taste and meaningful health benefits. The pursuit of holistic well-being is driving demand for gut-friendly drinks that include prebiotic and probiotic ingredients, as demonstrated by the rising number of product launches with digestive health claims in markets like Japan and Australia. Additionally, there is a growing interest in functional beverages that enhance mental clarity, cognitive performance, and stress relief, with ingredients such as adaptogens and nootropics becoming more popular. This merging of needs for digestive and mental health is fueling strong demand for multifunctional beverages that address both physical and cognitive well-being, while taste remains a critical factor in consumer choice.
The market
The concept of “food as medicine” is evolving. Consumers are now looking for beverages that help meet their daily essential nutrient needs, especially in light of the rise of weight-loss medications and increased health awareness following COVID-19. Simple and clear nutritional claims, such as protein, fiber, and vitamins, are becoming more important than premium or complex health benefits. There is also a growing demand for natural, functional ingredients, although taste remains a critical factor in purchasing decisions.
European consumers of functional food and drinks report using these products for a variety of reasons. They seek benefits such as boosting energy levels, aiding digestion, improving eye health, or reducing inflammation. This wide range of potential benefits offers food and drink brands ample opportunities for innovation.
However, regardless of the perceived benefits of functional products, flavor remains a key driver of purchase decisions. For instance, 43% of U.S. consumers of functional products indicate they are more likely to try a new drink based on its appealing flavor rather than its functional benefits.
According to Statista, the global functional foods and beverages market is projected to grow at a compound annual growth rate of approximately 9.5% from 2021 to 2028. By 2028, the market is forecasted to be worth over half a trillion U.S. dollars.
The global functional food and beverage market market is predicted to grow at a CAGR of
%
between 2021 and 2028
In 2022, the global whey protein market was valued at approximately
billion U.S. dollars
After the ninth consecutive increasing year, the global combined volume in the 'Energy & Sports Drinks' segment is estimated to reach 29.4 billion litres
Billion litres in 2029
The global market value for plant protein is forecast to be
$
Billion U.S. Dollars in 2027
NIQ I Hydrate and Heal: The rise of functional beverages
Mintel I Global food and drink trends 2025
Mintel I Food and Drink trends 2025 EMEA
Mintel I Food, Drink and Flavour trends 2024
Statista I Functional food and beverages global market size
Statista I Global whey protein market size
Statista I Global volume consumption volume energy drinks worldwide
Statista I Global plant protein market value worldwide from 2022 to 2027
Trending functional products
Innovation in functional food and drink revolves around a continuously growing demand. Consumer products are centered on health needs, with a notable focus on energy, holistic health, Immune support, hydration, and Gut Health formulations.
The fundamentals motivate many consumers
Types of functional flavorings
