Functional drinks boom, but can brands prove they actually work?

Functional drinks are one of the fastest-evolving segments in the global beverage market. However, expanding regulations around health claims and scientific debate over whether claims are supported by evidence are challenging formulators. According to EY research, wellness is now a baseline expectation among drinks consumers, influencing brands’ ingredients, nutrition and price point choices. Therefore, they’re treated as health claims rather than nutritional claims, and health claims are prohibited unless authorised. The European Commission regulates health claims on functional drinks, following the European Food Standards Authority’s (EFSA) scientific evaluation and assessment.