The number of consumers seeking functional benefits has nearly doubled since 2024 and now stands at 24%**.
Health and wellness are at the core of this growth, with shoppers increasingly choosing drinks that support energy, gut health and mental wellbeing - often preferring natural, low-sugar options.
Key Market Categories & Trends
Energy & Focus: One of the largest segments, with energy remaining the top consumer need. Growth is shifting towards natural options such as plant-based energy and matcha, e.g. Tenzing, while products that support focus and mental performance are emerging as a key area of innovation within this category.
Gut Health: Probiotic drinks such as Yakult and Actimel remain strong, while kombucha and wellness shots, e.g. Moju and Mockingbird, are growing rapidly.
Mental Wellbeing: Adaptogenic and CBD drinks, such as TRIP, are gaining traction as consumers look for natural ways to manage stress.
Co-op’s Good Fuel functional drinks range reflects several of these growing consumer needs, with flavoured waters offering gut health, electrolyte and collagen benefits, alongside multivitamin and immunity shots that tap into the demand for convenient wellness solutions.
Retail opportunity – making the most of a growing category.
The category continues to evolve quickly, with growing demand for drinks containing functional ingredients such as vitamins, minerals and botanicals. Functional juices remain the largest segment, while plant-based drinks are the fastest growing as shoppers increasingly opt for natural and sustainable options.
For retailers, this presents a clear opportunity. With functional drinks becoming more mainstream, a well-balanced range across energy, gut health and mental wellbeing can help meet shopper demand and drive incremental sales.
Stocking the right selection will help position your store as a go-to destination for this fast-growing category.
*Source: NielsenIQ
**Source: MOJU consumer research, 2026