Functional beverages: Growth with a defined purpose

NIQ figures reported in August 2026 put U.S. functional beverage sales at $31.3 billion over the preceding year, up nearly 11%. Source: Axios reporting of NIQ data

SPINS’s 2026 industry briefing highlights energy, ready-to-drink protein, mood support, and reduced-sugar products as areas of activity. Source: SPINS

Our suggested positioning: Choose one primary benefit and one clear occasion—hydration after activity, convenient protein, or an afternoon energy drink. Explain ingredients and quantities clearly, support product claims with evidence, and make taste central to the repeat-purchase proposition.