Gen-Z consumers frequently hear the well-meaning, but perhaps oversimplified advice to quit paying $8 dollars for their morning coffee. But human nature has a way of adapting. It is such that these consumers now have a comeback. They’re not just drinking coffee. They’re having a functional drink to promote wellness.
The functional drink market includes protein coffee, CBD-infused sodas, and, of course, prebiotic drinks. But this market is doing more than creating more beverage choices for consumers. According to Mordor Intelligence, the functional beverage market is already a $160 billion market. But between 2026 and 2031, that market is expected to balloon to over $235 billion at a compound annual growth rate (CAGR) of 7.93% in that time.
