Brightly coloured cans boasting words like calm and focus are now a common sight in supermarket aisles. Known as functional beverages, these drinks promise more than refreshment, featuring trendy ingredients such as ashwagandha, lion’s mane mushrooms, L-theanine and magnesium. Their market is booming, with global sales projected to reach €212 billion by 2030, driven by a generation moving away from alcohol and towards wellness-focused alternatives.
“These products fit perfectly into today’s wellness culture, where people are seeking convenient solutions,” said Nicolle Cucco, a registered dietitian and trainer at Muscle Booster. She notes that clever branding and rising stress levels make the promise of a “quick, drinkable fix” very appealing.
But do they actually work? Experts say the science is mixed. While ashwagandha and L-theanine show some promise in reducing stress and improving focus, results are inconsistent, and magnesium only helps if you’re deficient. The Advertising Standards Authority in the UK even banned a TRIP advert this summer for making unproven claims that its drinks could reduce anxiety.
“The placebo effect is particularly powerful here,” Cucco explained. “Simply believing a drink will help you relax can genuinely change how your brain perceives stress.”
The drinks are harmless for most and fit well into a healthy lifestyle, but experts warn they’re no substitute for treatment of conditions like anxiety disorders or ADHD.
Social media influencers have helped fuel the craze, often presenting functional drinks as quick fixes to complex problems. But as Lena Bakovic, a dietitian at Live It Up, cautions: “Over-promising will eventually lead to consumer disillusionment.”
Ultimately, these wellness drinks may provide a pleasant ritual and a boost in mood, but experts say consumers should look past the buzzwords, do their research, and remember that real health rarely comes in a can.
