Prebiotic Pepsi, AG1 and Erewhon Smoothies: Why functional beverages are booming

Yesterday’s thirst-quenchers are today’s beauty, energy, and self-care in a glass.Pepsi is launching a prebiotic soda. In Los Angeles, luxury grocery chain Erewhon is blending smoothies with collagen, spirulina, and sea moss gel that sound more like skincare than breakfast. And brands like Athletic Greens claim to cover over 75 nutrients in just five minutes with a single scoop; this is wellness to go.

Welcome to the world of functional beverages, drinks designed to do more than simply quench your thirst. These drinks promise to boost digestion, reduce stress, or make your skin glow from the inside out! With these promises, they’re taking over supermarket shelves and social media feeds.
According to Forbes, the global functional beverages market was worth around $175 billion in 2022 and could reach $339 billion by 2030.

But why exactly are we seeing such a boom right now?

Why we’re drinking “functional” today

The rise of functional beverages is no accident, it reflects broader cultural shifts. Especially among Gen Z and Millennials, awareness of health and self-care is on the rise, and it shows in how they shop. Sure, consumption is still high, but the motives have changed: Taste and price matter, yes, but so do lifestyle, identity, and the promise of wellness. Even TikTok trends like #WaterTok – with its “recipes” for water enhanced with supplements and flavors – show that beverages need to do more than just hydrate. Functional drinks fit perfectly into this landscape, catering to multiple needs shaping society today: From less alcohol to towards gut health.

1. Less Alcohol, More Function
Why settle for just wine when the new “fun drinks” come with their own wellness factor? Studies show Gen Z drinks less alcohol than any generation before. The so-called Sober Curious Movement questions drinking altogether, prioritizing physical and mental health. Millennials are also turning to alcohol-free alternatives. This is where functional beverages shine: With bold flavors, striking branding, and plenty of social media buzz, probiotic sodas and beyond have become party-ready –just without the hangover.

2. The Gut Health trend
Gut health may not sound sexy, but it’s one of the hottest topics in nutrition and wellness today. Functional drink makers are tapping into the hype by packing beverages with probiotics and fiber, supporting digestion while still tasting like a classic soda. These fibers act as food for good gut bacteria and help cover daily needs in just a few sips.

3. Athletic optimization
From the fridge straight to the gym; functional beverages have conquered the sports and fitness world. Beyond staples like protein shakes and electrolyte drinks, new products promise even more: Optimal hydration, faster recovery, and enhanced performance, all in one can.

4. Adaptogens against stress
Ashwagandha, ginseng, lion’s mane mushrooms, they may sound like magic potions, but they’re packed with bioactive compounds and – you guessed it – they’ve found their way into functional drinks. Known as adaptogens, these plant-based substances are said to make the body more resilient to stress and promote balance for both body and mind.

Drinks full of these promises feel like simple solutions to complex needs – from digestive troubles to sleep problems. They’re practical, accessible, and easy to integrate into everyday life: Your own little glass of self-care on the go.

From probiotics to Ashwagandha

So what’s actually inside all those colorful bottles and cans and what are they supposed to do? Functional beverages today cover the full wellness spectrum.

✦ Brands like Poppi, Olipop, Super Pop, or Pepsi’s new prebiotic soda rely on probiotics and fiber to strengthen the microbiome and support digestion.

✦ Powders like AG1 (Athletic Greens) promise to deliver over 75 vitamins and minerals, boosting immunity, performance, and overall wellbeing.

✦ Beauty drinks and smoothies with collagen, hyaluronic acid, or sea moss gel – like those from Erewhon in Los Angeles – claim to support skin, hair, and nails from the inside out.

✦ And brands like Kin Euphorics use adaptogens and mild stimulants to promote relaxation, resilience to stress, and even a subtle “buzz” – all without alcohol or its side effects.

Instead of banking on just one benefit, many producers combine multiple ingredients, turning each drink into a multitasking powerhouse.

DIY functional beverages at home

Do functional sodas actually deliver on their promises? Opinions vary: Often, the added amounts aren’t high enough to work wonders. Still, they’re a smart alternative to conventional soft drinks. And you don’t always need the pricey canned version: Once you know which ingredients support specific needs, you can create functional drinks yourself – fresher, cheaper, and often even more effective.

Kombucha for the gut
Looking to boost gut health? Try none other than kombucha. Homemade versions usually taste better and contain more live cultures than supermarket bottles. It might seem intimidating at first, but with the right recipe, it’s foolproof. Need variety? Ginger ale is another gut-friendly option, thanks to ginger’s anti-inflammatory and antibacterial properties.

30 min

269

Homemade kombucha

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Golden milk for stress
Need to wind down after a long day? Golden milk is the perfect ritual. Turmeric and ginger bring anti-inflammatory benefits, antioxidants, and digestive support. Ideal for easing into a relaxed evening.

10 min

16.3k

Fresh turmeric latte

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Smoothie for regeneration
Smoothies are a quick way to recharge after training. In this recipe, coconut water hydrates and replenishes electrolytes, banana refills muscle glycogen stores, and goji berries deliver antioxidants that help reduce inflammation after exercise. The beauty of smoothies: You can easily adapt them to your needs. Try our Wake-up smoothie for an energetic start to your day or our Clear your mind Smoothie when you need that ultimate focus time.

10 min

26k

Post-workout smoothie

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More than just a trend

What and how we eat – and drink – says a lot about cultural shifts. The boom in functional beverages reflects a new kind of health consciousness, one that values both body and mind, and a desire for easy self-optimization that still feels indulgent.

Functional beverages aren’t just a passing fad, they’re here to stay, and they are evolving with our needs.