Over the past few years, one particularly interesting trend has taken the beverage world by storm, captivating the minds of health-conscious consumers. Touted as “functional drinks,” these drinks are marketed to boost wellness, relaxation, and stress relief. Or, as one of their initiators, barista and co-organizer Emily May, 25, puts it, “I first saw these things at Glastonbury two years ago.” I was intrigued by their promises of relaxation,” she stated. Since then, the functional beverage market has taken off in popularity. In British grocery stores, sales jumped by 24.5% in the last year.
According to recent data from Worldpanel by Numerator, nearly 30% of all households in the UK are buying these functional beverages! That jump in ubiquity has led to discussions about their costs, benefits and drawbacks. So many people are hungry to understand the science of what’s in them. Yet, as consumers are relying on these drinks more than ever for emotional support, experts are discouraging belief in these drinks’ effectiveness.
Emily May stands behind the counter of a West Coast coffee shop. In fact, she’s noticed a significant uptick from older customers looking for wellness drinks. She noted that these customers are always looking for drinks that will help them feel their best. Lucy, another consumer, highlighted the usefulness of these drinks during stressful times: “If I get that low-level panic, then with a drink of Trip or something like it, I can bring it back round.”
Even as people like Lucy and Serena sip on these drinks to feel reassured, experts are skeptical that they actually work. Dietitian Reema Patel is worried about the overload of supplements packed into these drinks. “The research is still very much in its infancy,” she said, pointing out that there is limited evidence supporting the claims made by manufacturers regarding emotional balance and stress relief.
Dr. Sinead Roberts, a performance nutritionist, agreed with Patel. She noted that some supplements are very helpful. They are often most impactful of all for narrowly targeted groups of people under very specific conditions. “A trace of Lion’s Mane or Ashwagandha in a fizzy drink is not going to make any difference,” Dr. Roberts explained.
The marketing behind these functional drinks often exaggerates their effect. An example occurred when an advertisement from a well-known brand was banned for suggesting that its drinks could alleviate stress and anxiety. This is yet another example of the perennial tension between what consumers want and what science knows in the rapidly growing wellness space.
Psychologist Natasha Tiwari brought up additional issues with the messaging behind the wellness industry. She pointed out how mental health and well-being are starting to overlap more and more. This corrosive combination threatens to confuse consumers who are looking for real effective relief.
No wonder these drinks are lauded by thousands as a healthier alternative to alcohol. Experts, such as Patel, caution against relying solely on them to relieve stress. “While they can be a good alternative,” she stated, “it is essential to consider their effects within a broader context of mental health management.”
Emily May shared her personal experience with these functional drinks, stating, “I’m ADHD, so I would definitely need a lot more than one of those drinks to calm me down.” From this point of view, the complicated nature of emotional regulation and variability in response to supplements are highlighted.
We all know the functional beverage market is hot. Consumers should continue to be alert to the potential for greenwashing and false claims as they begin to buy these products. These techniques can provide acute relief for some people, but don’t be fooled by short-term relaxation. Experts caution that the science on how well they work is still in its infancy.