Wandering the supermarket aisles of 2025, you’ve likely stumbled across colourful cans promising “calm” or “focus.” Known as functional beverages, these drinks are infused with ingredients such as ashwagandha, lion’s mane mushrooms, L-theanine and magnesium – compounds marketed as natural boosters of mental wellbeing.
The sector has exploded, with the global functional drinks market forecast to hit €212bn by 2030. A generational shift away from alcohol is fuelling growth, with 44% of Britons aged 18–24 now preferring low- or non-alcoholic alternatives, according to YouGov.
“These products fit perfectly into today’s wellness culture, where people are more aware of their mental and physical health and are seeking convenient solutions,” said Nicolle Cucco, a registered dietitian. “In a world that feels increasingly fast-paced, the idea of a quick, drinkable fix is very attractive.”
Some ingredients have shown promise. Ashwagandha and L-theanine have been linked to reduced stress and better focus in small clinical trials. Magnesium is better researched, but only provides benefits if a person is deficient. The evidence, however, is limited and often overstated by marketing.
That tension came to a head in July, when UK regulators banned a TRIP advert for implying its drinks could reduce stress and anxiety – claims deemed unsubstantiated. “Over-promising will eventually lead to consumer disillusionment,” warned dietitian Lena Bakovic.
Experts note that part of the appeal may lie in the placebo effect: if you believe a drink will make you calmer, your brain may well respond as if it has. But while this can offer a short-term lift, functional drinks are not a treatment for serious conditions such as anxiety disorders or ADHD.
Driven largely by social media and influencer culture, these products offer aspirational aesthetics and quick-fix appeal – but at a steep price. A 12-pack of TRIP, for example, costs up to €27.
“Consumers should pause, look beyond the marketing, and do a bit of research before deciding what to buy,” Cucco advised. “Some ingredients may be beneficial, others less so, but understanding what you’re putting into your body is the wisest approach.”
