Companies are drinking it up
With ‘functional’ beverages, brands rush to quench big thirst for drinks that do more
Supermarket beverage aisles are starting to look a lot more like a pharmacy.
There are sodas made with mushrooms that supposedly improve mental clarity and juices packed with bacteria that claim to enhance digestive health. Water infused with collagen carries the promise of better skin, and energy drinks offer to help burn body fat.
Welcome to the frenzy of functional beverages — drinks designed to do more than taste good or hydrate. What started in the 1980s with caffeine- and vitamin-laced energy drinks like Red Bull has grown into a multibillion-dollar industry. Hundreds of brands are vying for consumers’ attention with increasingly exotic ingredients and wellness-focused marketing.
Feeling stressed? Try a drink with ashwagandha, a shrub long used in herbal medicine. Want to enhance your workout? There are drinks containing chromium, a mineral that may boost metabolism. Want to get in a party mood without alcohol? Multiple companies are making non-alcoholic spirits and beers infused with ingredients like guayusa, a leaf containing caffeine and antioxidants.
Consumer intelligence company NielsenIQ counted 53,000 UPC symbols in the U.S. functional beverage category last year, including all of the different flavors of energy drinks, sports drinks, sodas, waters, shakes and teas that are sold on the premise of enhancing mental or physical health.
Nutritionists say the trend of consumers seeking healthier beverages is a good one.
But experts also say people should be cautious and read ingredient labels, especially if they are pregnant, taking medication or have other health issues.
And they should avoid empty calories and sugars that they’re not going to burn off. A 16-ounce Monster energy drink has nearly as much sugar as a regular Coke, for example.
The U.S. Food and Drug Administration regulates ingredients and requires labels to be truthful, and the Federal Trade Commission can step in if companies make false claims. But functional beverage makers make less specific claims, and the science behind them is sometimes inconclusive.
SkinTe, a sparkling tea, says it “supports skin hydration and elasticity” with 3,000 milligrams of collagen in a 12-ounce can. But last year, Harvard Medical School researchers said there’s not yet solid evidence that collagen drinks or supplements enhance skin, hair or nail growth.
In the past half-century, beverages ranging from Ovaltine to wheatgrass juice had their moments as praised nutritional supplements. What’s different now is social media, which allows the speedy spread of information about less familiar ingredients, said Martha Field, an assistant professor in the division of nutritional sciences at Cornell University.
Two of the latest to generate a buzz are adaptogens, which are plants and mushrooms that have been shown to help the body respond to stress and fatigue, and nootropics, which are natural or synthetic cognitive enhancers like caffeine, gingko and amino acids.
Trends ebb and flow within the category. U.S. sales of prebiotic and probiotic drinks more than tripled last year, while sales in the more mature kombucha category rose just 8%, according to data compiled by consulting firm AlixPartners.