Functional Beverages Are Having a Moment

Walk into any grocery store or scroll TikTok, and you’ll see it: functional beverages are booming. Consumers are no longer just reaching for hydration or caffeine. They want drinks that deliver energy, protein, probiotics, or electrolytes while still being fun, flavorful, and social-media ready. According to Spate, the Energy, Sports, and Functional Drinks category is up +34.5% YoY in popularity — and the momentum shows no signs of slowing.

Energy Drinks: Beyond the Buzz

Energy drinks are still king, with a +148.5M avg monthly popularity YoY across Google Search and TikTok. But this isn’t just about a caffeine jolt anymore. TikTok hashtags like #preworkout, #gymtok, and #caffeine are fueling steady growth, while new players such as Alani Nu and Salud are taking share with playful branding and influencer-driven campaigns.

The category is predicted to grow another +35.0% YoY, driven by next-gen innovation. Expect to see energy drinks infused with adaptogens, nootropics, and wellness ingredients that promise more than just alertness.

Protein Coffee: The New Morning Ritual

If energy drinks dominate the gym crowd, protein coffee is winning over the morning multitasker. With 85.1% of its popularity tied to TikTok, this trend is everywhere from gym bags to office desks. Hashtags like #highprotein, #icedcoffee, and #proteinshake show how consumers are blending indulgence with functionality.

Growth is strong, with predicted gains of +31.7% YoY. Big names like Starbucks, Dunkin, and Chobani are already in the mix, while niche brands like Clean Simple Eats and Jordan’s Skinny Mixes are carving out loyal followings. For moms, SAHMs, and fitness communities, protein coffee is more than a drink — it’s a lifestyle upgrade.

Probiotic Soda: Gut Health Goes Mainstream

Say goodbye to boring soda. Probiotic soda is on the rise, fueled by rising awareness of gut health and digestive wellness. Though still smaller compared to energy and protein coffee, its growth is dramatic: +79.13% YoY in popularity with predicted +38.5% gains into 2026.

TikTok is driving this category too, with 80.1% of its popularity share. Hashtags like #probiotics, #guthealth, and #momsoftiktok reveal how functional wellness is blending with family-friendly appeal. Leading brands Poppi and Olipop have turned soda into a wellness statement, with Poppi seeing 28.0M average weekly views and strong paid promotion fueling awareness.

Electrolyte Drinks: Hydration Meets Lifestyle

Electrolyte drinks are expanding beyond sports fields into everyday life. Search queries for Gatorade pods, Pedialyte for adults, and cucumber Gatorade show consumers are rethinking hydration as a wellness ritual. The category has +155.8% YoY growth with another +115.4% predicted increase in the coming year.

Interestingly, hashtags like #tea, #guthealth, and #bloating are tied to electrolyte conversations, pointing to innovation in formats beyond classic sports drinks. With moms and families driving much of the engagement, this space is evolving into a household essential.

Key Takeaways: What The Data Supports

Spate’s analysis of functional beverages shows three big shifts shaping the future:

• Performance Drinks Evolve: Energy drinks are moving beyond caffeine with ingredients that promise focus, endurance, and wellness.
• Protein + Coffee = Convenience Powerhouse: Busy consumers want functional boosts built into their daily routines. Expect new flavors, formats, and protein blends.
• Gut Health Everywhere: From probiotic sodas to electrolyte drinks tied to digestion, consumers want beverages that support wellness goals alongside refreshment.

What It Means for Brands

For brands, the opportunity is clear: consumers want beverages that feel functional, fun, and future-forward. TikTok remains the ultimate launchpad, with most of the category’s top-performing drinks driven by creators, hashtags, and viral recipes.

Innovation will thrive where indulgence meets wellness. Think energy sodas with adaptogens, protein coffee creamers, or electrolyte teas for families. With double-digit growth predicted across multiple subcategories, the functional beverage boom is just getting started.

Curious which functional flavors or formats are breaking through next? Book a demo with Spate to get the data-driven edge on tomorrow’s beverage trends.

Data Source Popularity Index: US Google Search + TikTok Views From Aug 2024 to Jul 2025 vs. Aug 2023 to Jul 2024

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