""The global functional beverage market was worth about $208 billion in 2024 and is projected to more than double over the next decade, according to Zion Market Research.""
""There's one for hydration, one for health, and one for fun," said Michael Della Penna, chief strategy officer at InMarket, highlighting the diverse offerings in the market."
""There's a lot of different botanicals and adaptogens and ways they can affect you," said Jon Kreidler, cofounder of Tattersall Distilling, emphasizing the trend towards functional benefits."
""Less than six months after launching, Tattersall's functional beverage sales now account for about 10% of its business," showcasing the rapid growth in this segment."
The global functional beverage market is projected to exceed $400 billion by 2034, fueled by younger consumers seeking wellness solutions. These beverages offer various benefits, including improved sleep, digestion, and cognitive function. Social media plays a significant role in promoting these products, encouraging experimentation with different drinks throughout the day. Brands are increasingly incorporating botanicals and adaptogens to enhance their offerings. Celebrity endorsements further boost the market, with figures like Dwayne Johnson and Kylie Jenner launching their own functional beverage lines.
Read at www.businessinsider.com
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