As natural ingredients and health benefits move higher among consumers’ purchasing priorities, the plant-based functional beverages market is poised to reap the benefits of shoppers’ evolving preferences. We take a look at what’s trending.

Functional beverages – drinks designed to offer health benefits to consumers such as gut health support or mood enhancement – have seen growing demand year by year. Naturally plant-based ingredients, like adaptogenic mushrooms and botanicals, are proudly claiming their place as hero ingredients in formulations.

Melanie Luangrath, senior director of new business development at DSM-Firmenich, said: “The functional beverage market is on a trajectory of significant growth, with estimates suggesting it will surpass $200 billion by 2028. With this in mind, brands that combine great taste, science-backed benefits and transparent sustainability will lead the category forward.”

Rising consumer expectations are driving innovation in this category, as consumers call for ingredient transparency and multi-functional offerings. Ravi Jhala, VP of commercialisation at US private label beverage manufacturer FedUp Foods, told The Plant Base: “There’s a lot happening right now, but the biggest thing we’re seeing is the convergence of two macro trends: function stacking and clean label simplicity”.

From our perspective, consumers want beverages that do more than just hydrate – they expect multiple benefits in one format, whether that’s energy plus gut health, or hydration plus cognitive support… The market is rewarding products that deliver measurable benefits with minimal formulation ‘noise,’ something we’ve built into our approach from the start.”

Gut health and immunity

The fermented beverages market has seen increased interest in line with growing consumer

awareness of gut health. DSM-Firmenich’s Luangrath commented: “Plant-based beverage consumers are now being drawn to fermented drinks, such as kombucha, non-dairy kefir and fermented teas for their gut health, immunity and functional wellness [benefits]. These formats deliver probiotic functionality with a clean label profile while also opening exciting flavour possibilities.”

By pairing traditional fermented beverages with adaptogens and botanicals, Luangrath said

brands can create distinctive plant-based offerings that meet evolving consumer expectations.

Within the booming gut health product category, probiotic and prebiotic drinks are seeing significant growth – the global probiotic drinks market was valued at $45.9 billion last year. Even beverage giant PepsiCo unveiled a prebiotic variety of its classic Pepsi cola drink this year, hot on the heels of its nearly $2 billion acquisition of prebiotic soda brand Poppi.

In the plant-based space, brands such as Minor Figures and Gutzy Organic have recently tapped into this rising interest to launch multifunctional gut-friendly drinks. Gutzy Organic debuted a line of prebiotic plant-based smoothie pouches, also offering a 7g serving of protein, while Minor Figures expanded beyond its core portfolio of oat beverages and into the functional space with its Hyper Oat range, which includes a turmeric variant containing gut-friendly Lactobacillus, ginger and baobab.

The kombucha space has seen such a surge in NPD that trade association Kombucha Brewers International has introduced the KBI Verified Seal, aiming to safeguard the authenticity of fermented kombucha and ensure that certified products are brewed according to traditional fermentation methods. Consumers can then be assured of the

presence of live, active cultures and appropriate organic acid profiles.

“The biggest [regulatory] consideration is claim substantiation,” warned FedUp Foods’ Jhala. “For fermented products, brands must ensure microbial counts meet label declarations. Ingredient-specific rules – such as GRAS status or allowable limits – are

another layer to navigate.”

Products with immunity support claims are on the rise in plant-based, aligning with the gut health trend – around 70% of the body’s immune cells reside in the gut, creating a significant link between a healthy microbiome and a strong immune system. Consumers are becoming more aware of how these functionalities go hand in hand.

Notably, plant ingredients can offer fibre, an essential nutrient that research shows most consumers are lacking in. In addition to supporting digestive health, fibre can support the immune system by feeding beneficial gut bacteria and reducing inflammation.

Phil a’Becket, senior consumer insights manager at FlavorSum, pointed to data from Mintel showing that fibre claims experienced the highest growth within the plant-based beverage market over the past five years, with a compound annual growth rate (CAGR) of 73.2%, followed by cardiovascular (41.4%), immunity (39.9%), prebiotic (38.4%) and digestive (23.6%).

Muscle support and weight management

Protein drinks to support muscle growth and recovery continue to be a dynamic area of plant-based functional beverage innovation, particularly as the number of consumers using GLP-1 receptor agonist medications for weight management continues to rise.

Robin Redelin, senior category marketing manager for dairy and plant-based dairy at ADM, told The Plant Base: “This has created a new consumer segment with unique needs, including digestion, hydration and muscle mass retention. Many US consumers taking anti-obesity medications state they now intentionally increase their protein and fibre intake, seeking muscle and metabolic health support along with satiety benefits.”

Redelin noted that soy and pea protein are most in demand here, appearing often in plant-based yogurt alternatives and shakes for muscle support. Kate Farms, a plant-based specialised nutrition brand based in the US, has recently launched a shake designed with GLP-1 users in mind, containing pea protein. It is also free from artificial colours and sweeteners, soya, gluten and other common allergens.

Catherine Hayden, Kate Farms’ CMO, said: “Typically shakes for GLP-1 users are adapted from other categories, such as diabetes management or sports nutrition, and often rely on artificial sweeteners, preservatives or dairy, which can limit tolerance and appeal”.

“We consulted with healthcare professionals and gathered insights directly from GLP-1 users. Their feedback made it clear that appetite suppression often reduces protein, fibre and micronutrient intake, and that taste perception can shift while on these medications.”

These insights guided research, preference tests and sensory panels ahead of the launch to market in summer 2025.

“Throughout this process, the takeaway was clear: people need more than just protein – they need comprehensive, trusted nutrition support that’s purpose-made to meet their health needs and designed to be something they actually want to drink every day,” Hayden added.

Consumers are expecting protein beverages to deliver multiple benefits in one convenient format, and where this is the case, experts warn that formulation must be approached more

carefully to prevent unwanted taste effects due to interacting ingredients.

“Adaptogens are increasingly sought after for benefits linked to energy, focus or relaxation, yet they often bring earthy or bitter notes that can clash with plant proteins, flavour systems or colourings,” said DSM-Firmenich’s Luangrath.

The company’s ModulaSense maskers for plant protein applications, launched in July,

aim to tackle the taste issue by improving the sensory profile of its rapeseed-based protein isolate ingredient in applications such as ready-to-mix beverages.

They have been developed using advanced receptor-based technology to target and neutralise undesirable taste components like bitterness, astringency and liqorice-like notes that are often present in plant protein formulations.

ADM’s Redelin added: “Clean label demands should also be kept in mind while using

complementary ingredients to build appealing plant-based offerings”.

This includes formulating carefully with ingredients like sweeteners. Many protein drinks contain artificial sweeteners in a move to reduce sugar, but consumers are becoming more wary of these as the demand for natural ingredients rises.

Blake Lyon, applications manager at FlavorSum, said: “Plant-based sweeteners like stevia or monk fruit have different sweetness curves that are not perceived in the same way as sugar, either peaking too early or lingering longer than expected”.

“Fortunately, flavours can make a significant impact. Darker, richer flavours like chocolate or coffee can help mask off-notes in plant-based protein shakes… [while] sweeter fruit flavours can help balance the unique sweetness experience when using plant-based sweetener solutions.”

GLP-1 use is also fuelling growth in the hydration beverages market, as consumers using these medications may require support here due to side effects like reduced thirst and gastrointestinal issues. Hydration beverages typically contain electrolytes along with other functional ingredients, and are often naturally plant-based.

DSM-Firmenich’s Luangrath commented: “Hydration has become a major area of interest, with consumers increasingly aware of its importance in sustaining energy, focus and recovery. The demand has opened up opportunities for plant-based beverages that combine hydration with added functionality, creating new platforms for growth.”

Elsewhere, a plant-based functional beverage designed to provide an alternative to GLP-1 medications has launched in the US – another interesting innovation in the area of weight management. US wellness brand Ozzi has introduced a range of ‘crave-crushing drink sticks,’ containing 500mg of konjac root, 8g of allulose, African mango extract, Chromax chromium picolinate, and l-lysine butyrate ingredient BioMend.

This formulation is designed to support evening appetite control and reduce stress-related snacking, available in a powdered stick format that can be dissolved in water.

The allulose has been included to boost GLP-1 production and helps to sweeten the beverage without sugar, while mango extract is thought to support metabolism and curb appetite. Chromax also supports metabolism while aiding blood sugar balance and protecting muscle tissue, and BioMend can support GLP-1 release and enhance fullness signals. Konjac root also promotes fullness – the natural fibre expands in the stomach and can absorb up to 50 times its weight in water.

Feeling good on the inside and out

Mental wellness is a significant focus for today’s consumers, with nootropic ingredients like lion’s mane mushroom featuring prominently across functional beverage innovations.

“Mental wellbeing is having its moment, you’re seeing more adaptogens and nootropics in plant-based beverages than ever before,” said FedUp Foods’ Jhala.

DSM-Firmenich’s Luangrath agreed that beverages to support stress relief and mood are on the rise, noting that energy beverages can also sit alongside this category of wellness drink. Traditional energy drinks are often high in sugar and artificial ingredients – but many of today’s brands innovating in the space, such as Tenzing and Purdey, are championing natural, plant-based ingredients, such as functional botanicals and nootropics.

“Energy management is shifting from quick boosts to sustained, balanced vitality, with brands exploring proteins, complex carbs and botanicals beyond traditional caffeine,” Luangrath continued. “Data has shown that the energy-focused beverage category is going from strength to strength.”

UK brand Unconform is innovating in brain-boosting RTD coffee, introducing a functional vegan cold brew range this year made with oat milk and a range of ingredients included to deliver specific wellness benefits. Its flat white drink is designed to support mood, focus and sleep, containing ashwagandha and ginkgo biloba as well as vitamin B12.

Its RTD coffee range also includes a gut health-focused salted caramel latte, with turmeric, ginger and inulin; and a mocha designed to bolster hair, skin and nail health thanks to its inclusion of cacao, vitamin B3 and biotin. The brand also unveiled a new functional powdered beverage stick line, Smart Sticks, this summer – tailored toward mental wellbeing, gut health, immunity and beauty. Ginseng and zinc feature in the ‘Mind’ variant, while aloe vera and hibiscus sit alongside niacin and biotin in ‘Beauty‘.

Beauty from within is a rising area of functional beverage innovation, and in plant-based, brands are getting more creative with their formulations. While some traditional brands are formulating with collagen, derived from animal sources, plant-based brands are turning to alternative, vegan-friendly ingredients.

One example of this is VeCollal, a vegan collagen alternative developed in collaboration with TCI Biotech and skin tissue engineer Josué Jiménez Vázquez. It is designed to mimic human type 1 collagen through an identical amino acid profile, and contains added ginseng,

vitamin C and asiaticoside to stimulate the body’s natural collagen production.

Active nutrition brand Shreddy has introduced a peach tea-flavoured powdered beverage blend, Superskin, containing the solution. It also contains zinc and iodine, plus hyaluronic acid to enhance skin suppleness.

Further innovations in this area are likely to emerge as functional ingredients for health and beauty transcend traditional supplements in pill format, featuring more in functional beverages as well as snacks and other foods.

The future looks promising for plant-based functional beverages as consumers become more conscious of their health and seek more convenient and enjoyable ways of supporting it. For brands in this category, key challenges remain around regulatory requirements, scaling and ingredient sourcing.

“Sourcing functional plant-based ingredients that align with values like organic and regenerative can be complex – natural inputs can bring variability. In fermentation-driven products, managing live cultures alongside other functional components adds another layer of complexity,” said FedUp Foods’ Jhala.

“The winners will be the brands that combine measurable efficacy, enjoyable drinking experiences and values-led manufacturing.”

In future, he noted that the category is likely to see more “blurring,” where beverages are positioned less by format (like tea, coffee or soda) and more by benefit.

“The market will also expect stronger clinical evidence behind claims. On the operations side, brands that have built transparent, regenerative supply chains will be in the best position to manage cost, availability and consumer trust,” he concluded.