Green beverages and clean-label drinks
Enriched with vitamins, fiber, and minerals
A new rising demand
The World Health Organization (WHO) recommends a daily intake of 400 grams of vegetables and fruits. However, as some consumers may struggle to meet this target, fruit and vegetable juices have become a viable and convenient alternative. In recent years, juice drinks have been increasingly positioned as quick health solutions, offering immediate benefits such as vitamins, minerals, and functional ingredients for digestion, energy, and immunity. Juice shots and concentrated formats are gaining popularity for their perceived potency and convenience.
The blurred lines between juice drinks and functional beverages create opportunities for added benefits in a market shaped by rising raw material costs, the perception of juice as a commodity, and growing consumer demand for lower sugar and enhanced hydration, especially among younger consumers. Green drinks featuring a wide range of vitamins and vegetable- or algae-based ingredients, such as kale, spinach, chlorella, spirulina, are gaining traction in products like AG1, Grüns, AIOSS, and Bulk as consumers seek convenient, nutrient-dense options for daily wellness.
These powders typically combine leafy greens, algae, and other plant-based components to deliver a broad spectrum of vitamins, minerals, antioxidants, and functional benefits. Their rising popularity, along with continued innovation and product development, now also includes the integration of pre- and probiotics as well as botanicals, creating a ripple effect that extends into the ready-to-drink (RTD) beverage category.
Juicy Water and Green, functional beverages
“Juicy water” refers to beverages that blend juice with water or other hydrating ingredients, creating a lighter, more refreshing drink with reduced sugar and calorie content compared to traditional juices. This format is gaining traction in 2025 as consumers seek healthier hydration options and aim to moderate their sugar intake.
In the UK, Marks & Spencer has launched its own Juicy Water and a green functional shot. Irish brand Vithit offers “Lean and Green” using a similar green blend of ingredients. In Japan, another green vitamin drink, Imuse Green, features a mix of vitamins and Lactobacillus.
%
of Danish consumers aged 16–24 do not believe they consume a healthy amount of fruit and vegetables.
%
of UK consumers find energy drinks with plant-derived ingredients more appealing than those with artificial ones.
%
of juice consumers in Germany say they drink fruit juices to get vitamins.
%
of juice consumers in the US say they would pay more for a juice or juice drink with functional benefits.
%
of UK juice consumers express interest in 100% juices with added functional benefits.
Mintel I Nordic Gen Zs and plant-based food
Mintel I The future of juice and juice drinks 2025
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Green ingredients
Powders and hydration stick packs are experiencing significant growth, driven by consumer demand for convenience, portability, and enhanced hydration benefits. All-in-one nutritional powders are developed and positioned to support various health needs, including energy, immunity, digestion, and beauty. For example, blends may include ingredients like beetroot (for endurance and energy), matcha or green tea (for antioxidants and a natural caffeine boost), and adaptogens such as ashwagandha or reishi (for stress relief and immune support).Many green supplement powders also contain vegetable ingredients, helping consumers move closer to meeting their daily vegetable intake. Green ingredients like spinach, spirulina, broccoli, artichoke, wheatgrass, and kale carry strong associations with a healthy lifestyle.
Powdered beverages are an increasingly popular option in performance nutrition
Green Flavours
