US Functional Drinks Market Report 2024

Explore what drives consumers to engage—or not—with the functional beverage market in the US with this report. What are the key market drivers? Why do consumers pass functional beverages on the shelf? Why do they pick up one and not another? Answer key industry questions and grow your insight strategy with this critical report.

US Functional Drinks Market – Current Landscape

The functional beverage market is gaining traction, as consumers increasingly seek drinks that offer more than just refreshment. A diverse range of consumers, from young adults to older generations, are turning to these beverages for specific health benefits like energy, hydration, and cognitive support, making them a staple in daily routines.

This growing interest presents a wealth of opportunities for brands to innovate with new ingredient combinations and flavor profiles that resonate with consumers’ evolving preferences. This dynamic creates a prime environment for brands to engage and educate their audience on the distinct advantages of various functional beverages.

Beyond retail shelves, the trend is expanding as consumers experiment with making their own functional drinks and want to see these options in settings like restaurants and bars. Brands that clearly communicate the benefits of their products and present them in creative, relatable ways can not only exceed consumer expectations for more knowledge on specific ingredients, but also foster loyalty.

US Functional Drinks – Market Statistics

• Functional drinks market drivers: Consumers’ stress, anxiety, and burnout levels have increased slightly in 2024 compared to 2022, with those reporting anxiety increasing from 38% (2022) to 42% (2024). With functional drinks claims often around reducing stress and helping other wellbeing factors, there can be a sense of relief in these beverages, driving market growth.

• Functional drinks market analysis: Adherence and interest in the sober-curious lifestyle has increased in the past two years. This growing sober-curious movement is bolstering functional drinks and is mainly driven by health motivations—an opportunity for functional beverages to position as better-for-you (BFY) alcohol alternatives.

• Functional drinks consumer insights: Current consumption and interest revolves around immediate tangible benefits like hydration (53% drink now) and energy (39% drink now). Drinks with less known ingredients and benefits are consumed less, but there’s an opportunity to educate the benefits of more niche ingredients clearly on-pack and in messaging to engage. Consumers are most interested in claims like “anti-aging” and “cognitive enhancing” (35% interested in each).

US Functional Drinks Market Report – What’s Inside?

Key Topics Analyzed in the Report

• Market drivers influencing functional drinks
• Consumer interest and experience with functional beverage claims
• Consumption and frequency between different types of functional drinks
• Functional drink ingredients consumed
• Benefits linked to functional drinks
• Functional drink consumption occasions
• Attitudes toward functional drinks

Report Scope

This Report explores consumer consumption of and attitudes and behaviors toward beverages that promise some sort of functional/health benefit beyond basic nutrition, refreshment or enjoyment, such as relaxation, energy, improved mood or improved digestion. The Report covers trends in functional drinks across categories rather than a defined functional drinks market.