The Functional Drink Phenomenon Replacing Traditional Alcohol Consumption
Beyond the Bar The rise in functional drinks really marks the shift in consumers’ behavior, especially among younger generations who more and more turn to alternatives in place of traditional alcoholic drinks. Some call it “mindful drinking,” changing the beverage landscape with an added focus on health-conscious options and a growing desire for having more positive social experiences with less bad effects of alcohol. Understanding Functional Drinks Functional beverages are drinks that, apart from hydrating and providing taste, have health benefits that go beyond these simple qualities. They usually have additives that are supposed to create an improved mood, boost energy, or increase cognitive ability. From probiotic kombucha to adaptogenic herbal teas and CBD-infused beverages, this is the broad category of products, with consumers seeking out such drinks as they become increasingly educated on the health dangers associated with drinking alcohol. The Market Dynamics Funct...