06/2026

Functional drinks

  • IndustryFMCG
  • AuthorInes Alonso



What happens when functional drinks start challenging alcohol’s long-standing dominance?

For decades, alcohol owned social occasions by fulfilling needs for relaxation, connection,
and social ease. Today, these needs are still here, but consumers want to experience them
differently: with more control, well-being, and reassurance.

Driven by strong search growth in the US, functional drinks are emerging as a category of
their own. They promise benefits once associated with alcohol, relaxation, calmness, stress
relief and social confidence but without relying on alcohol.

Adaptogens, kava, L-theanine, GABA, CBD/THC, and botanicals are becoming new proof
points. Ingredients are no longer just part of the formula: they reassure consumers, build
legitimacy, and shape brand positioning.

This shift is attracting a wide range of profiles, from wellness seekers and sober-curious
drinkers to mainstream social drinkers looking for greater balance and control.

At Dynvibe, we dove into online conversations to understand how functional beverages are
reshaping consumption occasions, consumer expectations, and new opportunities for
beverage brands.

If you operate in the beverage space and want to understand the signals already challenging
alcohol’s dominance, you’re in the right place.

Want more?

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