From wellness niche to everyday ritual, smart beverages are fast entering the mainstream, writes James Lawrence

Last year, Soho House unveiled a new mood-boosting and functional drinks range in its beverage repertoire to complement the time-honoured selection of beers, wines and spirits.

The revamped menu included Seasonal Boosts and Infusions, featuring a Deeply Prebiotic shot to support gut health and Gillian Anderson’s G Lift, a sparkling red berry and sarawak drink with cordyceps and maca to “support cognitive performance and reduce mental and physical stress”.

Hitherto associated with wellness specialists and early adopters, the inclusion of mood boosting serves at a globally recognised hospitality venue sent a clear signal: functional drinks were moving from niche to mainstream.

Indeed, what once existed in the wellness aisle is now appearing on premium bar menus and across everyday rituals – much to the chagrin of the alcohol industry. A major cultural shift is taking place as the category evolves from being an alcohol substitute to an intentional choice in its own right. “People aren’t just cutting back on alcohol, they’re looking for drinks that do something,” says Laura Willoughby, founder of Club Soda.

She adds: “The data tells us that people are actively searching for drinks that deliver more meaning and better moments. Alcohol used to own that space. Now, functional drinks are stepping in, not as substitutes, but as serious contenders.”

Today, the category’s trajectory seems clear: mood-boosters are poised to gain serious market share in 2026, as consumer behaviour continues its sharp evolution.

The replacement drive

A few years ago, functional drinks were mostly shots or shakes – wellness products marketed for specific outcomes such as post-gym recovery or immunity support. Yet the shift from occasional to habitual consumption has accelerated rapidly over the past 12 months, alongside a concomitant increase in the choice and sophistication of available products.

According to Eirian Cole, founder of functional drinks brand Catalyse: “In 2025 we saw mood-boosting drinks evolve from ‘treats’ into tools. Consumers aren’t just buying them for an outcome anymore – they’re integrating them into micro-routines throughout the day as their mood fluctuates.”

She continues: “People now reach for functional drinks at transition moments: before a meeting, after the gym, during the afternoon slump, unwinding after the commute, or replacing late-night snacking. Mood drinks have become quick, enjoyable interventions that support the lifestyle they want to live, in a convenient format.”

In other words, they are becoming anchors of routine and emotional self-regulation, particularly among younger people, who increasingly prioritise functional drinks over traditional beverages in a variety of contexts.

“The shift is driven by two things: a mainstream move towards emotional wellness and a cultural rejection of ‘energy spikes’ and stimulants that don’t support long-term wellbeing,” Cole notes.

“People want the social ritual of alcohol without the side-effects; instead of coffee, many consumers want focus without jitters or midday crashes; instead of soft drinks, people want function layered into flavour. Hydration is no longer enough.”

Should the category’s more traditional competitors be worried – or terrified? In 2025, a report from Ocado Retail underlined “a 54% year-on-year increase in sales of functional drinks like kombucha, kefir and matcha, with 61% of Gen Z consumers drinking these products multiple times a month”. It also referenced “a broader lifestyle shift favouring beverages containing prebiotics, probiotics and fermented ingredients, reflecting heightened awareness of gut health and overall wellbeing”. Meanwhile, the average UK adult “consumed 10.2 alcoholic drinks a week last year [2024], the lowest figure since data collection began in 1990,” according to an IWSR report published in December 2025.

Yet this cultural shift presents opportunities too, argues Ashlea Turner, senior marketing manager at Brewdog. The company’s magnesium-infused no-alcohol beer, Mello, was designed to meet contemporary wellbeing priorities without departing from beer’s core identity – a delicate balance to strike.

“Mello is our innovative way of shaking up the category at a time when more consumers are choosing alcohol-free options. And while it firmly sits within alcohol-free beer, we recognise the natural crossover with functional drinks, which only broadens its appeal,” says Turner.

“Importantly, we’ve seen that most of Mello’s sales have come from outside the alcohol free category, primarily switching from lager, suggesting the brand is recruiting incremental shoppers rather than simply cannibalising existing sales.” She adds that early purchasing behaviour also points “to a distinct need state”, highlighting the benefits of magnesium as “helping to reduce tiredness and fatigue”.

Growth and credibility

Of course, with rapid growth comes heightened scrutiny. While consumer interest remains high – nearly eight in 10 adults are open to trying functional drinks (Functional Drinks Collective) – stakeholders recognise that confusion has been a historic issue; dense scientific language and a surfeit of loosely defined claims have often risked alienating the category’s core audience. As a result, messaging strategies are evolving away from complex science lists to lifestyle cues, emphasising how a brand can enhance people’s health and experiences.

Cole says: “We’re seeing a new consumer: curious but discerning. They want simplicity, not science overload. So, our messaging evolved from explaining ingredients to clarifying benefits. Consumers don’t want hype; they want honesty and results they can feel. Too many brands attach wild claims around anxiety and stress relief to their products; that’s misleading and not rhetoric we’d entertain.”

The founder of Catalyse predicts a bifurcated market in the coming years: a schism between “long-term functional drink brands” and those that are more trend led.

“Not all ingredients are equal – brands that invest in patented, clinical studies will outlast those relying on trend hype,” she says. Pricing, too, will play a decisive role – more accessible entry points will be critical in shifting functional drinks into the mainstream.

In addition, retailers are already beginning to refine their signposting, unveiling better-for-you chillers, wellness sections and even dedicated functional bays. The segment’s movers and shakers are under no illusion: unlocking the next phase of growth will require greater clarity, stronger education and closer collaboration between brands and multiples. Even in this great age of moderation, ongoing consumer interest cannot be taken for granted. But a return to the fringes for this innovative and dynamic sector, buoyed by cultural momentum and shifting consumer priorities, seems improbable at best.