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Discover the top European functional beverage trends for 2025, from innovative ingredients to health-focused formulations, helping manufacturers stay ahead.
The European functional beverage market is projected to grow to $60.1 billion by 2027, achieving a robust 6.9% CAGR.1 With energy drinks and sports drinks comprising nearly 60%2 of the market, consumers are increasingly drawn to beverages that deliver functional benefits tailored to their health and wellness goals.
To stay competitive, manufacturers must leverage innovative ingredients, explore bold flavor combinations, and focus on health-driven formulations to meet evolving preferences in the functional beverage category. Here are some of the top European functional beverage trends to watch.
Nootropics and adaptogens, such as ashwagandha, Rhodiola, and ginseng, are increasingly featured in functional beverages for their perceived benefits. The adaptogen drink market is expected to be worth $3.3 billion by 2033, growing at a CAGR of 7.3% and signaling strong market potential.3 These natural, plant-based ingredients resonate with consumers seeking wellness solutions that promote mental clarity and resilience.
Consumers are drawn to beverages that offer multiple health benefits, such as hydration paired with energy or immune support. Functional sodas and waters represent a new frontier, combining health and taste in a convenient format. The use of ingredients like protein and prebiotics is expanding to address digestion and muscle recovery needs, creating versatile products for diverse consumer groups.
Consumers are showing a growing interest in unique flavour combinations and nostalgic tastes. Flavour trends indicate a preference for exotic fruits and spices, as well as flavours that evoke comfort and familiarity. Nostalgic flavours like cola and vanilla remain popular, while the use of natural ingredients ensures these beverages appeal to health-conscious consumers.
Despite health trends, taste remains the most important factor in beverage choice. Consumers expect functional beverages to deliver both efficacy and enjoyment. Natural sweeteners like stevia and monk fruit enable manufacturers to achieve this balance.
As consumers prioritize health and wellness, functional beverages that support immunity, energy, hydration, and gut health are in demand. Claims such as “low/no sugar” and “real ingredients” significantly influence purchasing decisions.
Hydration and energy management remain key drivers of functional beverage consumption, with one-third of Europeans consuming energy drinks weekly and one in five opting for functional waters. This highlights opportunities for products that seamlessly blend these functional benefits with great taste.
Around half (49%) of UK consumers have consumed some type of functional beverage in the last three months. For active 18-44 year-olds, that number rises to 62%.4 Millennials and Gen Z consumers are leading the charge in functional beverage consumption. Gen Z males favor beverages combining energy and cognitive enhancement, while females prefer those offering mood support and stress relief.
Although taste trumps other factors overall, UK consumers prioritize different factors depending on the type of functional beverage they are consuming. For example, consumers rate “refreshing” as the top factor for energy drinks, while “hydrating” is the top factor for sports/electrolyte drinks. The chart below lists the three top factors UK consumers prioritize for several different beverage types.
| Energy Drinks |
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| Sports/Electrolyte Drinks |
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| RTD Protein Drinks |
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| Pre/Probiotic/Kefir |
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| Functional Juice/Smoothie |
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Interestingly, 29% of UK consumers list “to get the right balance of nutrients/macros in my day” as a top need when choosing a healthier beverage.5
The European functional beverage market is thriving, driven by the integration of adaptogens and nootropics, bold and nostalgic flavour innovations, and a strong emphasis on health and wellness. With hydration, energy, and immune support leading the charge, manufacturers have a golden opportunity to deliver products that meet diverse consumer needs. By focusing on these trends, brands can create impactful products that resonate with health-conscious consumers.
Partner with Glanbia Nutritionals to access cutting-edge ingredient solutions tailored to the functional beverage market. From advanced protein technologies to beverage-specific micronutrient formulations, we can help your brand lead in this dynamic and growing sector.