If you’ve been in this business long enough, you learn one thing fast: the market always tells the truth. And right now, the truth is simple—people still want great taste, but they’re getting a lot more intentional about what a drink does for them. That shift is one reason functional beverages keep expanding globally, with the category widely projected to keep growing through the decade. Vertex Market Research

What’s changed isn’t just the product… it’s who is buying and why. You’ve got younger consumers reading labels like they’re doing homework. You’ve got parents trying to reduce sugar without starting a war at the dinner table. And you’ve got older consumers looking for hydration, electrolyte support, digestion support, and “I just want to feel better” benefits without the guesswork. Mintel’s consumer data shows hydration is one of the most sought-after functional claims, and it also highlights that functional drink consumption differs across age and gender—protein-forward benefits skew more male, collagen and vitamins skew more female, and electrolytes show up strongly with older consumers who do buy functional. Mintel

Now, let’s talk about what’s hot on shelves today, because this is where the “why now” becomes obvious. Gut-health beverages—especially the modern “better soda” wave—are pulling demand in a big way. You’ve seen the prebiotic soda brands get real attention, and some of that is showing up in hard numbers: Reuters reported Poppi’s retail sales surged sharply over a measured period, and strategic buyers are paying attention. Fortune Business Insights That doesn’t mean everyone wins—it means the brands that win are the ones that execute: clean ingredients, repeatable taste, and distribution discipline.

Here’s my take on where the category is heading next:

• Gut-forward function keeps growing, but consumers will demand more credibility and better taste (not “medicine in a can”).
  
• Protein and satiety are going to keep moving from “gym” to “everyday,” especially for men 18–40 and active lifestyles. Innova Market Insights
  
• Collagen and beauty-from-within stays strong with women 18–40—when it’s clean, simple, and not overpromised. Mintel
  
• Kids will follow the “better-for-you” path if you keep it fun, keep it flavorful, and keep the label parent-approved.
  
• Seniors want hydration, digestion support, and steady energy—practical benefits, no hype. Mintel
  

And that’s why I like what we’re building with mineral-based functional formulations—because ours doesn’t “stop in the gut”… it starts in the gut. When you build a beverage around foundations like minerals, prebiotic fiber, electrolytes, and amino acids—and then you execute it with real distribution experience—you’re not chasing a trend. You’re building a platform.

Because at the end of the day, velocity is the truth. If the consumer feels it and likes it, they buy it again. And if you can deliver it—clean, consistent, and on time—you don’t just participate in the future of beverages. You help lead it.