Functional Beverages

Functional beverages have become the fastest-growing drink category, replacing sugary sodas for millions of health-conscious consumers in 2025. Brands like Olipop, Poppi (prebiotic sodas), Liquid I.V., and Gorilla Mind energy drinks collectively generated over $2 billion in US retail sales in 2024—a figure that outperforms #4 High-Protein Everything's market impact by nearly 40%. The category grew 34% year-on-year, outpacing the average growth rate for all beverage segments. Infused with adaptogens, nootropics, probiotics, and electrolytes, these drinks offer functional benefits far beyond the typical soda, making them 50% more popular among under-35s than their sugary predecessors.