# Functional Beverage Beverages are marketed as being conducive to specific physical outcomes. By [Courtney Scharf](https://www.trendhunter.com/Courtney), Chief Client Officer | Published Mar 29, 2018 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/functional-beverage ## Key Figures - Trend score: 5.0/10 - Evidence articles: 4 ## What is the Functional Beverage trend? **Functional Beverage:** Moving a step beyond simply improving consumers' health overall, beverages are being marketed as functional products that solve specific physical ailments consumers are facing. Creating a sense of personalization and catering to consumers' desire to enhance their wellness, this shift reflects a change in how consumers view food and beverage products more broadly, specifically as a means to bringing them closer to who they want to become. ## At a Glance - Evidence: 4 featured examples - Articles from: Sep 27, 2017 to Mar 9, 2018 - Published: Mar 29, 2018 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation), [Personalization](https://www.trendhunter.com/megatrend/personalization) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Functional Beverage trend ### Functional Beverages Beverages are focusing on solving specific physical ailments with functional products. ### Personalization in Wellness Consumers view food and beverage products as a means to bringing them closer to who they want to become. ### Use of Medicinal Herbs and Spices Brands are incorporating herbs and spices to create functional plant-based tonics. ## What the Functional Beverage trend means for industry ### For Food and Beverage Companies are exploring functional products catering to consumers' desire to enhance their wellness. ### For Supplements Industry There is a growing number of functional food and beverage products that promote relaxation, support healthy sleep, and provide energy boosts. ### For Alternative Medicine Brands are using medicinal herbs and spices from different traditions to create functional plant-based tonics. ## Workshop question How could you market your product as it relates to consumers' desired version of themselves? ## Trend signals for Functional Beverage Trend score 5.0 out of 10, from popularity 76%, activity 66%, freshness 8%. - Popularity: 76% - Activity: 66% - Freshness: 8% ## Examples of the Functional Beverage trend 4 featured examples from Sep 27, 2017 to Mar 9, 2018. - [Functional Sparkling Beverages](https://www.trendhunter.com/trends/glow-beverages): GLOW Beverages Now Makes Drinks to Boost Hydration and Energy (Category: Lifestyle) Implication: Glow Beverages' new functional sparkling drinks could disrupt the functional beverage market, offering low-calorie, natural alternatives to traditional sports drinks, energy drink… - [Sleep Supplement Beverages](https://www.trendhunter.com/trends/drink-for-sleep): 'Som' is a Drink for Sleep That's Like an Anti-Energy Drink (Category: Lifestyle) Implication: Disruptive innovation opportunity: Expand the market for functional food and beverage products that promote health benefits such as better sleep. - [Functional Plant-Based Tonics](https://www.trendhunter.com/trends/goldthread): Goldthread Uses Medicinal Herbs & Spices to Create Beneficial Drinks (Category: Lifestyle) Implication: The creation of a new category of healthy beverages presents an opportunity for the beverage industry to expand and capture a new market segment. - [Reparative Hangover Drinks](https://www.trendhunter.com/trends/prevent-hangovers): Buzz Balance Beverages Makes Solutions to Prevent Hangovers (Category: Lifestyle) Implication: The beverage industry can develop innovative hangover prevention solutions like Buzz Balance Beverages that utilize healthy and organic ingredients and help consumers detoxify the… ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)