Whether adaptogen soda or protein coffee are your proverbial cup of tea, or you’re sticking to a good old-fashioned sugar soda, it seems that “functional,” health-focused beverages are here to stay.The functional beverage market has been growing since 2021, and is nearing $340 billion, said Monica Petrucci, an editor at Forbes. Its growing popularity with Gen Z has prompted large beverage brands like Starbucks and Pepsi to get in on the trend. "Folks are less interested in quote-unquote empty calories, right? They're interested in beverages — and also snack foods in general — that make the most of everything that they're eating and drinking,” Petrucci said.“Marketplace” host Kai Ryssdal spoke with Petrucci about her reporting.Click the audio player above to hear their conversation.
Mushroom soda and other functional drinks make a splash in the beverage market
Monica Petrucci, editor at Forbes, explains why the new category of functional beverages is growing so rapidly.
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