Functional drinks used to be a niche category.

The only time you really heard about them was from hardcore fitness communities and performance-focused athletes.

Now, it’s practically impossible to walk through a grocery store or scroll on social media without coming across them. So why did they become so popular so quickly, and what is all the hype about?

It’s grown so popular that even the biggest brands want in. Coca-Cola decided to hop on the trend, releasing its new “Simply Pop” line. Bigger companies don’t usually jump to trends that quickly, so this shows a real demand in the functional beverage category.

With flavors such as Shirley Temple and Strawberry Cream, there’s no need to choose between taste and benefit. It’s finally time to say goodbye to morning apple cider vinegar shots and pick up a probiotic soda instead.

Social Media's Spotlight on Functional Drinks

Influencers and creators were key to the growth of functional drinks. Seeing them pop up in gym bags and morning routines from popular influencers sparked a lot of curiosity.

This had a huge impact on their success because the advertising felt genuine, not like a traditional commercial. It quickly led people (especially active social media users) to see what all the hype was about.

These brands know their audience and how to market to them. Olipop’s campaign collab with both SpongeBob and Roblox is one of the most notable.

These three brands collaborated before the release of “SpongeBob SquarePants: Search for SquarePants” in December 2025. This campaign was designed to reach  multiple generations by using the nostalgic aspect of SpongeBob for older audiences while also targeting Gen Z and Gen Alpha through Roblox challenges.

Another example of this is Poppi’s multiple collabs with TikTok influencer Alix Earle. Out of any influencer they could have worked with, partnering with Alix made perfect sense because she’s been one of the biggest “it girls” on social media for the past few years.

The brand has gone all in on their partnership with Alix, releasing her custom can for flavor “Raspberry Rose”, featuring her in a Super Bowl commercial, and even releasing the Poppi x Alix Earle Summer 2026 Internship. 

Female-first Branding

A big part that stands out in these newer functional drinks is the branding that speaks directly towards women. This wasn’t as common before because marketing for fitness drinks heavily revolved around hardcore gym culture.

The way these drinks are branded makes wellness feel inclusive; replacing words like “shred” with more approachable words such as “wellness” or “balance”.

This also shows in the packaging with a more lifestyle approach. This shift isn’t only in how they message, but also in how they present the drinks. They use softer color palettes, fun fonts, and minimal designs that perfectly fit that wellness girl vibe.

Many brands, such as Alani and Poppi, have also created ambassador programs where girls can promote organically on social media. Building these communities online is a perfect way of not only promoting their drinks in a more female-first way, but also to build brand loyalty.

On top of that, they’re working with celebrities they know girls love to see such as Megan Moroney and Alix Earle. It makes them feel relatable and aligned with the modern wellness girl lifestyle.

Better Taste and Branding Changed Everything

A great example of a functional drink brand that has absolutely skyrocketed over the past few years is Poppi. They set themselves apart from other brands by incorporating apple cider vinegar into every can, but that’s not the only reason they grew so quickly.

A big reason for their initial success was their packaging. Before people even knew about the benefits inside the can, it stood out because of the fun, unique packaging.

Once people tried it, the taste is what kept them coming back. After Poppi’s quick growth, many other brands wanted to join the better-for-you drink trend. Seeing Poppi succeed made it clear that two things were more important than ever: taste and branding.

Taste became non-negotiable (because what's better than the taste of your favorite soda, but with better ingredients and real benefits?). This made the swap from regular soda to better-for-you options simpler than ever. That is what kept buyers coming back.

These companies are doing branding better than ever. Their products easily stand out on the shelves because of their bright, fun packaging and friendly designs. They don’t blend in with the traditional health drinks.

Wellness Became a Daily Habit

Over the past few years, the “all or nothing” mindset has quickly shifted into a more balanced approach of daily wellness. These drinks focus more on feeling better day to day, not just extremes.  

Health drinks aren’t only for the gym anymore. They’re designed with everyday benefits for everyone. They fit into different lifestyles, which has helped them become a daily choice.

With the growth of wellness, along came the shift to drinking less alcohol. But there’s no need to say no to a girls' night out thanks to functional drinks that still feel social. This is part of why they took off. While many popular functional drinks are gut health-focused, there are still many other options to explore.

A brand that fits perfect for social settings while still keeping that wellness-focused lifestyle is Recess. This is a great option for those nights out when you want something to sip on, but don’t want alcohol. Each can is mixed with magnesium, L-theanine, and lemon balm for that relaxed, stress-free feeling.

Their zero-proof line offers all your favorite drink flavors, such as Lime Margarita, Classic Cosmo, and Grapefruit Paloma, minus the alcohol. A perfect way to keep the fun flavor without the negative effects.

Why Functional Drinks are Here to Stay

• It’s clear from the quick rise of wellness drinks that they aren’t leaving anytime soon. Poppi, which started with a budget of only $15,000, has now been bought by Pepsi for nearly 2 billion dollars.
  This just goes to show the huge demand for the better-for-you drink category and that it’s only going to grow.
• The future of these drinks is strong. As the market grows, drinks are becoming more personalized in order to stand out. Instead of one-size-fits-all options, companies are creating drinks for specific goals like beauty, better sleep, or improved mood.
• As people focus more on health, convenience, and wellness, functional drinks continue to meet those needs. Whether you want a drink to boost your energy or help reduce stress, these drinks cover it all.   

🪽 Written by Faythe Shilts