Source: Som Sleep
Spend enough time on Instagram, and you’ll encounter an ad for a beverage that promises to change your life.
These products are known as “functional beverages,” a market defined by nonalcoholic drinks with special ingredients for added benefits.
The trend has recently exploded
Per Bloomberg, as of the end of May functional drinks grew 360% YoY (vs. 9% for the rest of the beverage market).
Main ingredients include:
- Collagen: A protein that helps with skin elasticity (e.g., SkinTē)
- Probiotics: Bacteria — widely available in yogurt and kombucha — that promotes gut health (e.g., Huzzah)
- Nootropics: Chemicals that are designed to improve mood (e.g., Lightwave or, as Bloomberg calls it, “the anti-Red Bull”)
The anti-Red Bulls have a market of their own
Som Sleep’s zzz’s-inducing beverage is sold in ~2k Walmarts and is used by 60+ pro sports teams.
Even Pepsi jumped on the trend in late 2020 with its L-theanine and magnesium-powered Driftwell. (Gizmodo said it tastes “like a nightmare.”)
We may just stick to our favorite sleep-inducing drink: red wine with a splash of turkey leg.
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