Functional beverages, such as sodas made with mushrooms and juices packed with bacteria, are gaining popularity in the market. These drinks promise to offer more than just taste and hydration, with claims of improving mental clarity, enhancing digestive health, and even promoting better skin.
Cans of Olipop, a soda containing botanicals, plant fibers, and prebiotics, are shown at a Kroger supermarket, Friday, April 12, 2024, in Marietta, Ga. U.S. sales of prebiotic and probiotic drinks more than tripled last year. There are sodas made with mushrooms that supposedly improve mental clarity and juices packed with bacteria that claim to enhance digestive health . Water infused with collagen carries the promise of better skin, and energy drinks offer to help burn body fat.
Nutritionists say the general trend of consumers seeking out healthier beverages is a good one. But experts also say people should be cautious and read ingredient labels, especially if they are pregnant, taking medication or have other health issues. And they should avoid empty calories and sugars that they're not going to burn off. A 16-ounce Monster energy drink has nearly as much sugar as a regular Coke, for example.
Negative reactions can also happen. Panera Bread faces at least two lawsuits claiming its highly caffeinated Charged Lemonade led to the deaths of people with heart conditions. Two of the latest to generate a buzz are adaptogens, which are plants and mushrooms that have been shown to help the body respond to stress and fatigue, and nootropics, which are natural or synthetic cognitive enhancers like caffeine, gingko and amino acids.
“When I drink something like that, I do not believe that I am nurturing my health by drinking that. But I’m not harming my health either,” Cassels said. “It’s a guilt-free indulgence.” In the U.S., sales of functional beverages jumped 54% to $9.2 billion between March 2020 and March 2024, according to NielsenIQ. That was faster than the 43% growth for the non-alcoholic beverage market overall. Functional beverages now make up about 10% of the total U.S. non-alcoholic beverage market.
Functional Beverages Sodas Mushrooms Bacteria Mental Clarity Digestive Health Skin Energy Drinks Caffeine Vitamins Wellness Ashwagandha Herbal Medicine
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