From pastel-coloured cans to bold claims of calm, focus, or stress relief, functional drinks have become a staple on supermarket shelves in 2025. These beverages, infused with ingredients such as ashwagandha, Lion’s Mane mushrooms, CBD, or magnesium, are marketed as quick fixes for modern anxieties.
The global market is booming, expected to hit $248.5bn by 2030, fuelled by a shift away from alcohol among younger consumers and the rise of wellness culture. “In a world that feels increasingly fast-paced, the idea of a quick, drinkable fix is very attractive,” says dietitian Nicolle Cucco.
But experts warn that while some ingredients show promise, research remains limited. Magnesium, for example, only helps those who are deficient, while ashwagandha and L-theanine have shown modest benefits in controlled trials. Much of the effect, specialists note, may come from placebo — simply believing a drink can reduce stress may make people feel calmer.
The hype has already sparked controversy. In July, UK regulators banned a TRIP advert for implying its drinks could reduce stress and anxiety without sufficient scientific backing. “Over-promising can and will eventually lead to consumer disillusionment,” says dietitian Lena Bakovic.
For now, functional drinks remain more lifestyle accessory than medical treatment. They may complement a healthy routine, but they are no substitute for addressing complex conditions such as anxiety or ADHD. And at €27 for a 12-pack, the biggest impact may be on your wallet.
As Cucco puts it: “Some ingredients may be beneficial, others less so. Taking the time to understand what you’re putting into your body is often the wisest approach.”
