With its complex formulas helping consumers further their pursuit of a healthier lifestyle, the functional beverage market has thrived. Detox drinks have benefited from this interest, but is not without its challenges.

Experts note that consumers are becoming increasingly aware of how prioritizing gut health impacts the immune system and mental health.

Although a niche category, experts highlight how the kombucha market remains resilient, driven by health and wellness trends and diverse flavor innovations.

Consumer awareness on gut health has helped probiotic and prebiotic beverages flourish in recent years, particularly as price gaps with traditional beverages have narrowed.

OLIPOP, a functional soda brand, announced the launch of its newest fall flavor: Crisp Apple. 

Health-Ade Kombucha has benefited from the momentum in consumer health and wellness trends as the company crafts high-quality kombucha through its use of organic ingredients.

With consumers increasingly seeking functional drinks that support digestive and immune health, experts note that kombucha is thriving.

In the beverage market, manufacturers are supporting health-and-wellness needs with more function, and less sugar.

As COVID-19 brought heightened awareness of immunity and a shift toward self-care, interest in probiotic beverages has spiked considerably, experts note.

Consumers are more knowledgeable nowadays; therefore, they hold their food and beverage choices to higher standards, experts note.