Nearly 8 out of 10 UK adults have said they would try a functional drink, but only around a quarter said they understand the ingredients, according to the Functional Drinks Collective, drawing on data from KAM. 

The number of adults open to functional drinks increases in the 18–34 age bracket, in which 91% said they would try the category. 

64% of all UK consumers questioned also said they would pay more for a functional drink compared to standard non-alcoholic options. 

The research found that there is a perception of wellness when it comes to functional drinks, with 34% of consumers agreeing that they have more benefits than standard non-alcoholic options. 

The Collective said that this is a powerful selling point, as 89% of UK adults say they are interested in their personal wellness, with better sleep and relaxation being the most popular areas in this trend, followed by stress reduction. 

The phrases consumers associate with functional or mood-enhancing drinks align with these desires, found KAM. Participants cited mental well-being, stress release, increased energy, increased focus and reduced anxiety as the promises of the category. 

Perception issues 

That said, the report noted there is still a high knowledge gap about ingredients like nootropics and adaptogens, with more education required. 

Another issue in the category revolves around trust, with only 23% of participants believing the drinks deliver on the promises they make. 

Consumers also have mixed expectations about where they can find functional drinks in supermarkets, with some thinking of them as a soft drink alternative, while others associate the category with no & low options. 

Visibility remains one of the key issues for the functional category. “Consumers express a strong desire for more information about these products and greater clarity in how they’re merchandised and displayed,” said the report. 

Solutions 

Overall, the report found that there is strong interest in the category. However, several key issues need to be addressed. 

The Collective said the category needs to avoid industry jargon. Instead, it should increase education on the practical benefits of functional drinks using clear, consumer-friendly vocabulary. 

Likewise, it suggested putting further emphasis on occasion, placing products by need state, to help consumers understand the context in which a drink is intended to be consumed. 

Blake Gladman, strategy & insight director at KAM, commented: “Consumers report confusion about ingredients and effects, and many discover products by chance rather than intent. Better merchandising, clearer messaging, and sampling strategies will be key. Positioning must evolve, from lesser shopped wellness shelves to prominent, purpose-driven spaces in-store and on menus.” 

“Looking ahead, we expect a split in the market: accessible, flavour-first products for casual wellness seekers, and more premium, efficacy-led offerings for informed consumers.”