Health Is Wealth

With health continuing to be front of mind for consumers, functionality has become a growing expectation and a powerful value driver in the competitive beverage market. The ‘protein-ification’ of drinks and the rising influence of GLP-1 medications like Ozempic are redefining the beverage industry.

Key Drivers

While the health and wellness mega trend is well established, the current emphasis on functionality took off with the rise of immunity-boosting and added-vitamin claims in response to lingering health anxieties following the pandemic. Today, this trend caters to broader consumer needs, touching everything from energy to sleep. Fueled by social media and a growing link between health and status, wellbeing is now a lifestyle.

The continued demand for healthy beverages is driven by increasing consumer awareness of ingredients and a desire to optimize all aspects of their lives. Brands are increasing their offerings of beverages that promise benefits such as enhanced energy, gut health and protein, as well as holistic wellness.

How This Trend is Manifesting

01.

Moderation & Avoidance

Increasingly mindful about the impacts of the foods they consume, consumers are optimizing their diets by reducing or eliminating beverage ingredients with perceived adverse health-effects.

02.

Active Health & Energy

A noticeable emphasis on functional ingredients that offer benefits beyond basic nutrition, such as improved energy, gut health, and immunity.

03.

Holistic Wellbeing

Products that are associated with wellness are gaining popularity, attracting consumers who want items that support a healthy and balanced lifestyle.

This Trend in Action

Probiotic sodas: Sodas with gut friendly ingredients like fiber and probiotics have re-invigorated the CSD category. Pioneer brands Poppi and Olipop have seen 167% and 129% growth YoY respectively (Nielsen, 2024).

Athletic Greens: A popular all-in one supplement powder with botanical extracts, boosting gut health, immunity, and energy. Its success stems from a subscription model, strong endorsements, and a science-backed model that aligns with consumers’ growing focus on wellness.

Top Tips to Access This Trend in 2026

Create beverages featuring science-backed functional ingredients, with clear on-pack communication of dosages and associated benefits.

As consumers strive to continually optimize their diets, customization has become key. Develop versatile functional beverage ranges that can be combined and customized to provide tailored nutrition.

Lean into the perception of tea and coffee as healthy, comforting and energizing ingredients.

What’s Next?

GLP-1 therapies (such as Ozempic and Mounjaro) are redefining the future of health and wellbeing. As adoption rises, expect a surge in beverages fortified with protein, tailored for nutrient efficiency (delivering more in less) to align with appetite control.

As consumers strive to continually optimize their diets, customization has become key."

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