Whether adaptogen soda or protein coffee are your proverbial cup of tea, or you’re sticking to a good old-fashioned sugar soda, it seems that “functional,” health-focused beverages are here to stay.
The functional beverage market has been growing since 2021, and is nearing $340 billion, said Monica Petrucci, an editor at Forbes. Its growing popularity with Gen Z has prompted large beverage brands like Starbucks and Pepsi to get in on the trend.
Functional beverages are drinks that are advertised as providing a health or nutritional benefit to the consumer.
"Folks are less interested in quote-unquote empty calories, right? They're interested in beverages — and also snack foods in general — that make the most of everything that they're eating and drinking,” Petrucci said.
You can listen to a podcast on the subject at: https://www.marketplace.org/story/2026/07/24/healthfocused-functional-drink-offerings-multiply
