Consumer Insights – Functional / Wellness Drinks 2026
While functional beverages were previously considered niche products, wellness drinks are now being consumed by an increasing number of consumers.
Consumers are increasingly choosing healthier beverages. Drinks offering functional benefits — such as prebiotic, fiber-rich soft drinks and beverages designed to support gut health — are aligned with the longevity trend and promise greater vitality for many healthy and active years.1)
- Who uses functional beverages (usage frequency and consumption)?
- Why are drinks that promise health benefits consumed? What are consumer expectations?
- On which other occasions are functional beverages consumed?
- Which information/labeling do consumers expect on functional beverages?
- What are the subjective purchase triggers (brand, packaging, pack size, added benefits, flavor, sugar content, etc.) influencing the purchase of functional drinks?
- What is the key purchase driver for choosing beverages containing ingredients that promise health benefits, well-being, or performance enhancement
- Are functional beverages purchased spontaneously or planned?
- From the shopper’s perspective, where does the placement of functional wellness drinks at the POS make the most sense? (primary and secondary placement)
- How should products be arranged on the retail shelf at the POS? (shopper navigation/search sequence)
- How easy or difficult is it for consumers to find the right beverage in-store?
Our Trend Evaluation of Functional Drinks covers all key subcategories, including:
- Aqua Drinks / Flavoured Water (water enriched with vitamins, herbs, minerals, and/or fiber)
- ACE beverages (fruit juices enriched with herbs, minerals, and vitamins)
- Smoothies
- Shots (e.g. small bottles containing ginger, aronia, turmeric, etc.)
- Sports drinks (isotonic beverages)
- Protein drinks and protein water
The mafowerk Trend Evaluation Consumer Insights “Functional / Wellness Drinks 2026 highlights the influence and impact of the three key factors “POS – Product – Consumer”, both for the current market situation and in comparison with 2024 — providing a strong foundation for the continued successful marketing of this product category.
Nuremberg/Fürth, March 2026
1) Quelle: Getränke Zeitung 03/2026
Image: © shutterstock / PeopleImages
With the Trend Evaluation Consumer Insights – Functional / Wellness Drinks 2026, mafowerk analyzes consumer behavior relating to functional beverages.
Publication: 03/2026
Industry: Non-Alcoholic Beverages
Type: Consumer Insights
The results of the Consumer Insights – Functional / Wellness Drinks 2026 are available for order from mafowerk at any time. The results are available and will be delivered within 2 business days after receipt of the order.
The fee for the Consumer Insights 2026 is: EUR 4,200 (net, plus VAT)
The fee for the Consumer Insights 2026 including the comparison with 2024 is: EUR 4,900 (net, plus VAT)
We also offer an online presentation of the results and insights (approx. one-hour video conference via Microsoft Teams) for: EUR 500 (net, plus VAT)
Delivery of the complete study results in electronic pptx format in German, including comprehensive interpretations of the findings. Personal results presentation is optional (at an additional cost). The terms and conditions of mafowerk GmbH can be found at: www.mafowerk.de/agb
