Functional Beverages Surge as Brands Tap Protein and CBD Trends
From protein-laced cold foam to CBD-infused sodas, beverage brands are racing to capture surging consumer demand for drinks that do more.
Consumer appetite for beverages that deliver health benefits beyond basic hydration is reshaping the global drinks industry, with major players and upstart brands alike scrambling to stake their claim in a fast-growing functional beverage market. Products ranging from protein-enhanced coffee drinks to CBD-infused sodas are moving from niche novelty to mainstream staple at a striking pace.
Starbucks is among the established giants riding the wave. Sam Henderson, the company's EMEA Manager of Beverage Development, told CNBC that protein cold foam has become a runaway seller — rivaling one of the chain's most iconic offerings. "We're selling [almost] as much protein cold foam as we do flat whites," Henderson said, a comparison that underscores just how dramatically consumer tastes have shifted toward functional add-ons.
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The trend reflects a broader cultural pivot toward health-conscious consumption, where shoppers increasingly expect their drinks to serve a purpose — whether boosting muscle recovery, easing anxiety, or sharpening focus. Brands are responding by formulating products that blend indulgence with perceived wellness benefits, effectively turning everyday beverage occasions into functional rituals.
For companies willing to invest in research, branding, and regulatory navigation — particularly around ingredients like CBD — the functional beverage category represents one of the most dynamic growth opportunities in consumer goods today. The competition is intensifying, and early movers who can build consumer trust around efficacy and taste are best positioned to capture lasting market share.
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