25 August, 2025 – Functional drinks are evolving from better-for-you options into everyday tools for self-care. What began with sugar reduction and vitamin fortification has expanded into multi-benefit beverages that target holistic health – from immunity and energy to digestion and mental wellbeing.

As consumer expectations grow more sophisticated, so do the products and strategies designed to meet them. But interest doesn’t always translate to action – and understanding what drives trial, trust and long-term engagement is essential for growth. Cultural shifts, category blurring and ingredient strategies are reshaping the functional beverage space.

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