Feeling stressed? Want to enhance your workout? Want to get in a party mood without alcohol? New beverages promise to do all these things and more.
Nutritionists say the general trend of consumers seeking out 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.
But functional beverage makers generally 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.
“When I drink something like that, I do not believe that I am nurturing my health by drinking that. But I’m not harming my health either,” Cassels said. “It’s a guilt-free indulgence.” Randy Burt, a managing director at AlixPartners who studies food and beverage, said functional drinks align with a decades-long shift consumers have been making toward healthier diets and habits. He doesn't see demand for the drinks slowing down. Euromonitor, a market research company, expects global sales of functional beverages to grow 7% each year through 2027.
“Consumers are making trades, saying ‘Maybe I’ll still purchase this, but I won’t purchase it as frequently,’” she said.