More Than a Sip: The Business of Wellness Drinks

Wellness and self-care: two terms synonymous with fitness, clean eating and maintaining your health to optimal levels of longevity. Often, the effects of wellness and self-care are disposed in the trash after a weekend of partying or casual interaction. That relaxing buzz? It felt great at first but as it wore off, it brought a foggy, drained, and somehow more restless feeling. There had to be a better way to unwind; one that didn’t come with a crash.

The growing focus on wellness is shifting consumer demand for functional and non-alcoholic beverages. As consumers become more health conscious and understanding of certain health benefits from ingredients such as superfoods and adaptogens, they will increasingly turn to beverages that offer these advantages.

So what are functional beverages?

Functional beverages go beyond basic hydration by offering added health benefits through active ingredients like vitamins, minerals, probiotics, adaptogens, and nootropics. A mocktail that is formulated with functional ingredients like adaptogens, nootropics, probiotics, or superfoods can be considered a wellness functional drink as well.

The global functional beverage market size was estimated at nearly $120 billion (USD) in 2021 and is projected to grow at a compound annual growth rate (CAGR) of 10.49%, reaching $198 billion by 2026.

In the US alone, the country’s $50 billion functional beverage market is forecasted to reach $62 billion in 2027, growing at a 4.5% CAGR (2022-2027). Energy drinks lead as the largest functional beverage category at $16 billion (accounting for one-third of the market), followed by sports drinks at $12.2 billion. While energy drinks continue to show solid growth (est. 3.2% CAGR, 2022-2027), sports drinks are growing even faster (est. 5.6% CAGR).

In total, the global Wellness Drinks Market Size is expected to reach USD 480.2 Billion by 2033 and the key drivers are:

• Wellness Consumer Demand – Millennials and Gen Z in particular, who prioritize holistic wellbeing are the constituents of this growing demand. There is a desire for quick, on-the-go and convenient options. The spotlight on functional beverages increases as consumers learn about the potential health benefits of the added ingredients. Millennials and Gen Z are seeking transparent labels that align with their health goals and busy lifestyles. This shift is pushing for expansion of the functional & non-alcoholic beverage categories.
  
• Product Innovation & Benefits – Ingredients such as collagen, probiotics, and adaptogens, assist with everything from immune support to stress relief. Companies are experimenting with these ingredients that provide specific health benefits. Last year alone, product innovation drove 258 new item launches claiming to improve specific health related issues. Further, the biggest drivers in the product innovation space for beverages include packaging, other product formats and flavors, making these beverages more accessible, convenient and not to mention enjoyable.
  
• Solve Specific Health Problems – Consumers seeking more specific solutions for their health goals are turning to functional beverages. Brands are blending traditional ingredients with science backed advancements to develop a more holistic approach to a wellness regimen. Beverages formulated with specific ingredients work to support immune function, increase mental clarity, improve gut health, or similar. Products tailored for such concerns are reasons for the surge and growing focus on personalized health.
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Three standout brands redefining the wellness, functional, and non-alcoholic beverage space are Ghia, Kin Euphorics, and De Soi, each offering a unique take on mindful indulgence without the need for alcohol:

Ghia
Delivers bold, herbaceous aperitifs crafted with botanicals and adaptogens, designed to elevate social moments with a sophisticated, bitter-forward profile reminiscent of classic European spritzes.

(Photo: Ghia)

Kin Euphorics
Co-founded by Bella Hadid, blends nootropics, adaptogens, and botanicals to create mood-boosting, brain-enhancing elixirs that promote relaxation and creativity, making it the perfect alcohol-free alternative for winding down or finding focus.

(Photo: Kin Euphorics)

De Soi
The brainchild of Katy Perry, merges adaptogens with indulgent, sparkling flavors inspired by French aperitifs, offering a balance of celebration and self-care with every sip.

(Photos: De Soi)

These brands prove that functional, non-alcoholic beverages can be as indulgent, complex, and enjoyable as traditional beverages or cocktails, just with added benefits. One of the biggest challenges in the non-alcoholic space is creating satisfying flavors that rival traditional ones and these brands are setting the standard. Ghia’s bold, bitter-forward profile, inspired by classic aperitifs, features notes of yuzu, fig, and gentian root, appealing to those who love depth and sophistication. Kin Euphorics infuses nootropics and adaptogens into unique, mood-enhancing blends, with flavors like ginger, citrus, and hibiscus that are both refreshing and functional. De Soi embraces indulgence with rich, layered flavors like citrus, saffron, and chamomile, offering a sensorial experience that feels luxurious yet health-conscious.

By excelling in thoughtful packaging, diverse product formats, and elevated flavors, non-alcoholic and functional beverages can be just as exciting, indulgent, and versatile as traditional drinks. The success of Ghia, Kin and De Soi highlights the immense opportunities in this space—where innovation, accessibility, and experience-driven branding continue to redefine the way we drink. Whether it’s a ritualistic pour, a grab-and-go can, or a wellness-enhancing blend, these brands show that the future of beverages is not just about what you remove (alcohol) but what you add: flavor, function, and an unforgettable experience.

Remember: Consumers want more than just a drink. They crave an experience that feels premium, tastes exceptional, and delivers real benefits, whether it’s a mood-enhancing botanical elixir, a gut-friendly sparkling tonic, or a sophisticated alcohol-free spirit for social occasions. Brands have the opportunity to redefine what it means to enjoy a beverage by turning every sip into an intentional, feel-good ritual.

Setting your brand apart requires exploring the latest trends in sustainable packaging, identifying the best product format for your audience, crafting unique, crave-worthy flavors, and analyzing key competitors in your category. We can help you navigate this growing market with clarity and strategy.

Are you looking to develop a functional beverage that stands out? It’s important to craft a product that’s not just good for you, but one that people actually want to drink.