Functional Beverage Demand Shifts to

Consumer interest in functional beverages surged 491.8% year-over-year across major digital platforms, according to trend data from Spate. This signals a key shift: shoppers now evaluate drinks based on what they do, not just what they are, a trend reflected in our stats on consumer preferences.

As the market grows, brands are innovating to meet more sophisticated demands. Founders of four emerging beverage companies discussed the evolving landscape on FoodNavigator-USA's Soup-To-Nuts podcast. They highlighted opportunities in cognitive support, protein hydration, calm performance, and novel formats.

BrainFood Targets Focus Without Caffeine

Spate data shows 'energy' is a top functional benefit, with over 818,500 mentions from June 2025 to May 2026. Energy drink popularity also rose 40.3% year-over-year. However, BrainFood CEO Megan Burton sees an opportunity beyond caffeine-based stimulation.

Burton, who has a biomedicine background, founded BrainFood to offer a sparkling water supporting brain wellness. "BrainFood is a lightly sparkling water with nutrients to support brain wellness," she said. The drink includes B12, zinc, vitamin D, adaptogens, antioxidants, and amino acids. It notably lacks caffeine.

Burton argues caffeine can disrupt sleep and cause energy crashes. She says consumers are now distinguishing between different types of energy, like focus for a task versus endurance for a marathon. Her product aims to support focus, stress balance, and mental clarity without jitters.

Protein Water Makes Hydration Smarter

Protein remains a dominant functional trend. Spate reports the popularity of 'protein packed' as a beverage benefit grew 1,700% year-over-year, while 'protein water' popularity rose 155.8%.

Nutritionist Sloane Davis co-founded H2Pro+ Protein Water to meet this demand. She claims it stands out by tasting like water while offering substantial nutrients. "You’re already drinking water. Why not make it work smarter for you?" Davis said. Each bottle contains 15 grams of protein, 4 grams of fiber, and electrolytes.

The product is designed for convenience, eliminating the need for powder scoops, shakers, or dealing with chalky textures. Davis says the protein promotes satiety while the electrolytes aid hydration, a key consideration for any athlete's squad.

Drinks Tailored for Specific Moments

Consumers now seek benefits for specific daily occasions. Avro Life creates functional supplement drink mixes for targeted outcomes like calm and focus. Growth director Marianne Lyles describes their category as 'calm performance'.

"We are building a platform that says you can also start from a calm, balanced place and perform really well from there," Lyles explained. Their products use PharmaGABA as a foundation. The 'calm' blend adds magnesium, while the 'focus' blend includes Cognigrape, a red grape polyphenol extract studied for improving attention and memory.

Lyles emphasizes that consumers now demand products that deliver tangible effects. She says Avro supports its claims with scientific backing and offers a variety of flavors to enhance appeal.

Marrō Reimagines Bone Broth

Founder Nick Foreste launched marrō to bridge the gap between functional benefits and enjoyable consumption. He calls it the first ready-to-drink bone broth designed to be enjoyed cold from a can.

"We are lightly carbonated, and the kicker is we’re fruit flavored," Foreste said. He developed the concept while training as an ultra runner, seeking a more palatable and convenient form of traditional bone broth. The product is 98% bone broth but offers a refreshing, carbonated twist.

This innovation highlights the industry's challenge: delivering potent functional ingredients in formats consumers actually want to drink regularly. Foreste's approach makes a nutrient-dense product accessible and enjoyable for new audiences, moving beyond the typical fixtures of the wellness aisle.