Functional drinks are experiencing a moment of great popularity, especially among young adults and sportsmen. These drinks do not just quench their thirst, but promise specific health benefits, such as improving energy, digestion, concentration or promoting relaxation.
Products such as Kombucha, ginger shot, vitaminized waters and enriched vegetable sides are increasingly present on shop shelves and social media. A trend fueled by a growing interest in well -being and body care, but also by the search for practical and pleasant solutions to improve the quality of everyday life.
What are functional drinks and what they contain
Functional drinks are food products designed to offer specific health benefits as well as simple hydration. These drinks contain bioactive ingredients such as vitamins, minerals, probiotics, prebiotics, botanical extracts, amino acids and antioxidants, which can support body functions such as the immune system, digestion, energy or mental concentration.
The main categories of functional drinks include:
Functional drinks promise different benefits according to the ingredients they contain. Some are designed to support the immune system, others aim to give a boost of energy and encourage concentration, thanks to caffeine, ginseng and the vitamins of group B. There are then those that help digestion and intestinal well -being, thanks to Probiotics, prebiotics and fibers. Some drinks aim for relaxation and stress management, exploiting Magnesium, L-Teanina and Ashwagandha. Finally, there are products dedicated to the beauty and regeneration of the body, enriched with peptides, collagen and antioxidants.
The Italian and global market
In Italy, the functional drinks market is growing, although less developed than countries such as the United Kingdom or Spain. According to recent data, functional shots sales have increased by 11.7% at volume, while the fresh fruit juices market recorded a 4.3% increase in value in the last year.
Global level, a 151.8 billion dollar increase is expected for the functional drinks market in 2025 to 224.76 billion dollars by 2030, with an annual expansion rate (CAGR) of 8.17%. The rapid growth categories include sports drinks, with an expected Cagr of 8.73% by 2030.
The advantage of this type of drinks is that they turn to a vast and diversified audience. Young adults, especially Millennial and Genz, are among the most faithful consumers. It is this band that looks for drinks that help to concentrate on study or work, and why not, they improve mood. Sportsmen, professionals or amateur, instead rely on products enriched to improve performance and promote recovery.
Having gained the gain, the large multinationals have not missed the opportunity to enter the functional drinks market. Giants such as Coca-Cola, Pepsico, Nestlé, Red Bull and Danone have enriched their traditional lines with products containing vitamins, minerals, probiotics or plant extracts. For example, Coca-Cola has launched vitaminated waters with new formulations, while Pepsico has focused on strategic acquisitions of younger and more innovative brands, such as Poppi, a prebiotic soda assessed 1.95 billion dollars.
Emerging brands have then emerged capable of intercepting specific niches, for example, we speak of the drinks based on medicinal mushrooms of dirts and the drinks infused to the hemp of Trip.
Can we really trust?
On a scientific level, some benefits of the substances containing these drinks are well documented. Fiber, probiotics and prebiotics have shown positive effects on intestinal health. Minerals such as magnesium and potassium contribute to electrolytic balance, while adottogenic such as Ginseng or Ashwagandha can have interesting effects on the management of stress. Other claims, such as those related to collagen for the skin or specific mixes for concentration, remain more controversial.
It must be said, however, that many experts are skeptical. Stefania Ruggeri, nutritionist and researcher of Crea, in an interview a The food fact A few years ago, he stressed that the so -called “functional waters” often do not bring real benefits and contain significant quantities of sugars. According to Ruggeri, the marketing of these products can create false expectations in consumers, making drinks seem more healthy than they actually are. Although some formulations have improved over time, the perplexities of experts on the real impact on health remain.
Some products, behind the health promise, still hide consistent doses of artificial sugars or sweeteners. Sensory reviews are not always flattering and have often highlighted too artificial tastes. In short, the push of marketing can create disproportionate expectations, especially if conveyed in the incorrect way. A functional drink cannot replace a balanced diet, but it can at most represent a pleasant complement, which we could still do without.
