Feeling tired? Can’t focus? Stomach in knots? Such is the human condition. But take a walk down the beverage aisle of your favorite grocer, and you’ll be overwhelmed with solutions for these common ailments, cutely canned and bottled. There are energy elixirs to get the lead out, mushroom drinks for mental clarity, fiber-packed sodas for optimal gut health, and that’s just the first row. In 2024, it seems there’s nothing a beverage can’t do. Functional beverages are having a major moment.
What is a functional beverage?
Modern “functional” beverages are liquid products claiming to provide added wellness benefits through nontraditional ingredients such as probiotics, vitamins, minerals, etc. This definition is pretty fluid (sorry, had to), but you probably know functional beverages when you see them. And you’re likely going to be seeing more of them — the demand for functional beverages is growing. As of 2020, the global market for functional beverages hovered around $478.1 billion, and it’s predicted to grow to $700 billion by 2026, according to Infinium Global Research.
These beverages make all kinds of wellness-adjacent claims. If the marketing is to be believed, Celsius energy drinks supercharge your metabolism with “thermogenic properties,” Som sleep drink’s five core ingredients “provide a full night of restful, natural sleep,” Odyssey elixirs boost focus and mood through mushrooms, and Olipop supports digestion with prebiotics and fiber.
The artsy packaging and wild wellness claims of today's functional beverages make them look pretty futuristic. But they’re actually nothing new. “There's a very long history of functional beverages, going back to the discovery of fermentation,” said Tom Standage. Standage is the author of A History of the World in 6 Glasses, a fascinating book about the history of humanity through the lens of six culture-defining quaffs, from beer to Coca-Cola. “I see the current wave of functional drinks as just the latest example.”
The history of functional beverages
When looking at the functional beverages of today, Standage sees a great deal of continuity over many centuries. “Nearly all of our most important drinks were originally embraced as medicines that could cure almost anything,” he said. The claims made by modern functional beverages, such as their ability to soothe and improve health, “exactly mirror the claims made about alcoholic and caffeinated drinks in the past.”
I’m writing this in the dark depths of Dry January, and it feels absurd to imagine that people used to consider alcohol health-promoting. But it’s true — beer was used to make many medicines in Ancient Egypt, the Romans praised the medicinal effects of wine, and distilled drinks and spirits were called ‘the water of life’ and regarded as miraculous remedies when they first appeared, said Standage. As for caffeine, coffee and tea were touted as cure-alls by doctors in the 1600s.
Even the modern soft drink industry has roots in the medicinal. Coca-Cola was originally a patent medicine sold as a brain tonic, Dr. Pepper used to be marketed as an energizing brain tonic, Pepsi was promoted as a digestive aid, and 7-Up (containing lithium!) was marketed as a treatment for depression.
“It seems that touting the health benefits of a new drink is a way to get people to try it,” Standage said. “Sometimes the drinks catch on, and sometimes they don't -- regardless of whether the claims about health are true or not.”
Of course, today’s functional beverages look a little different from the pharmaceutically-laced tonics of a hundred years ago. To better understand modern functional beverages, I took a deeper look at a few major trends defining the industry — digestive sodas, clean caffeine/energy elixirs, and alcohol alternatives.
Digestive sodas
You’ve probably heard of Olipop — the gut health soda in a cute pastel can is all over Instagram and TikTok and was even featured in the “Barbie World” music video with Nicki Minaj & Ice Spice. But Olipop’s not the only digestive soda in the beverage cooler. Poppi, Culture Pop, Mayawell, and many more aesthetically-packaged brands all claim to support digestive health (and keep you regular) with prebiotics, fiber, botanicals, and other fancy-sounding ingredients.
But are these functional sodas really “healthier” than plain old Coke? “In comparison to regular soda, alternative sodas like Poppi and Olipop can absolutely be a healthier alternative,” said Jamie Nadeau, Registered Dietitian of www.thebalancednutritionist.com. Katey Davidson (@tasteofnutrition), a registered dietitian and certified personal trainer, echoed this sentiment, noting that many popular digestive sodas “are much lower in added sugar compared to ordinary soda,” and so from this perspective, they are a better option.
What about the “functional” part? Many digestive sodas do “contain some potentially helpful functional ingredients,” said Nadeau. For example, Olipop has added a number of prebiotics to its product and contains an impressive nine grams of fiber per can, according to Davidson. Digestive sodas can be a healthier alternative in comparison to regular soda, which doesn’t provide anything other than being a fun drink, Nadeau added. But, she emphasized, “they're not a necessary drink for optimal health.”
Clean caffeine and energy elixirs
Caffeine is the world’s most widely-used psychoactive substance, and unsurprisingly, the market for alternative caffeine sources is lucrative. Many functional beverages are promoted as healthier, “cleaner” sources of (or alternatives to) caffeine. Brands such as Update and Odyssey claim to boost productivity with ingredients such as paraxanthine, l-theanine, lion's mane mushrooms, and nootropics. This all sounds cool, but there’s also nothing wrong with moderate amounts of caffeine.
“Caffeine is one of the most researched and used psychoactive substances in the world,” Davidson said. “While it’s often vilified, it’s well understood that caffeine can help with mental and physical performance.” Most people can safely tolerate caffeine when consumed in moderate amounts, she added, and she’d much rather you enjoy a cup of coffee that is a natural source of caffeine than drink a soda or energy drink.
Generally speaking, most of the ingredients in these “clean caffeine” beverages need more research to back their claims, Nadeau said. “If someone was trying to eliminate caffeine and wanted alternatives, I'd recommend trying it to see how you feel,” she added. “Otherwise, unless directed by your physician, reasonable amounts of caffeine are okay for most healthy people.”
Ingredients such as l-theanine and lion's mane do have some potential benefits for productivity and focus and are thought to help reduce stress and promote a state of relaxation, Davidson noted. But, “we need much higher quality human studies before we can make definitive claims.” Plus, you always want to run the added ingredients in these types of drinks by your doctor first if you're on any medications, Nadeau added.
Alcohol Alternatives
Many functional beverages are promoted as alcohol alternatives. “Drinks containing CBD and nootropics are often sold as healthier alternatives to alcoholic drinks, providing a slight ‘buzz’ without the drawbacks of alcohol,” said Standage, who is personally interested in this category of functional drinks for health reasons. “I love wine and beer but probably drink too much of them, and I'm not alone,” he said. “I think there is a genuine health and well-being concern there which is driving people to investigate drinks that can provide a similar relaxation to alcohol.”
Standage has investigated a lot of non-alcoholic beers, and likes Impossibrew because it provides taste as well as “buzz” via a nootropic social blend. Non-alcoholic cocktails are also extremely popular, with brands such as De Soi and Recess offering botanically boosted, alcohol-free twists on all your fave mixed drinks.
Can a non-alcoholic drink actually get you buzzed? “Generally, CBD, nootropics, and adaptogens can help to lower stress and help a person relax,” Davidson said. “For example, ashwagandha is a popular adaptogen that has been shown to help manage the stress response in the body. For some people, this may lead to noticeable improvements in stress levels and lead to a calming sensation.”
Don’t expect to get smashed — these ingredients won’t lead to impairment that is usually caused by alcohol or THC. Still, these beverages can be an awesome alternative. “Let’s be real, it’s not very fun to go to a party with a water bottle,” Davidson said. “If you have a delicious non-alcoholic option available, you may still feel a part of the party without the alcohol.”
Alcohol’s health-claiming days are clearly over. “The evidence for the benefits of drinking alcohol is pretty thin,” Standage said, “and if there is any benefit at all, it is associated with very modest consumption.” It’s always a good idea to decrease the amount of alcohol you drink, Davidson emphasized, and as Nadeau noted, “we know that less alcohol is better for our health.” Basically, if a functional beverage helps reduce your alcohol consumption, it serves a powerful function indeed.
The real “function” of functional beverages
Today's trendy functional beverages are often marketed as alternatives to the “functional” drinks of the past, but the fact remains — humans love a drinkable solution for our problems, mental and physical. There’s something deeply satisfying about drinking a refreshing beverage with a sense of purpose, believing (or at least hoping) it will somehow make you a better, or at least healthier, person.
Sadly, no beverage is a magic bullet to health and happiness. Purveyors of functional beverages have made exaggerated claims about their products throughout human history and continue to do so to this day. “If a product looks exciting to you, go ahead and try it,” said Nadeau. “But remember that the quality of your overall diet and lifestyle is what matters most for health and wellness.” Perhaps the true “function” of functional beverages is more cultural than health related.
“People have always sought out drinks that make them feel good, make socializing easier, have supposed health benefits, or can be used in social rituals,” said Standage. “That has been true throughout human history, and it's still true today. We just have a wider choice of potential new drinks today -- and much more marketing.” So, the next time you grab a fun little beverage to help your body and mind, blame it on human nature.