Brands rush to meet demand for functional beverages that offer more than just good taste, ET HealthWorld

In recent years, supermarket shelves have been inundated with functional beverages that claim to do more than just quench your thirst. From energy-boosting drinks to collagen-infused water, the functional beverage industry has exploded into a multi-billion-dollar market. The trend of seeking out healthier drinks is on the rise, but experts caution consumers to be mindful of ingredients and claims made by manufacturers.

Consumer intelligence company NielsenIQ reported over 53,000 UPC symbols in the U.S. functional beverage category last year, encompassing a variety of energy drinks, sports drinks, sodas, waters, shakes, and teas marketed for their health benefits. While the FDA regulates ingredients and truthfulness on labels, the science behind many of these functional beverages remains inconclusive.

Nutritionists recommend that consumers read ingredient labels, especially those who are pregnant, taking medication, or have underlying health issues. With the growing popularity of functional beverages, some concerns have arisen about misleading claims and potential negative reactions. It is essential for consumers to approach these products with caution and moderation.

Functional beverages cater to a wide range of needs, from stress relief to enhanced workout performance to non-alcoholic alternatives for social occasions. Despite the allure of exotic ingredients and wellness-focused marketing, experts advise consumers to prioritize whole foods over purpose-driven drinks whenever possible. The accessibility and variety of functional beverages continue to shape consumer preferences and habits, leading to a booming market projected for sustained growth in the coming years.