When a trend or product goes too mainstream, the slang term “basic” gets tossed around to suggest someone lacks originality by buying into that trend. In the beverage world, manufacturers are not shunning basic, but are crafting innovations that evolved beyond “basic” hydration, data shows.

In its report “Boosted Beverages,” HealthFocus International explains that consumer interest in a wide range of benefits added to beverages is well established and will only continue to expand.

“Beverages have become the testing ground for delivering the latest health and wellness trends consumers are looking for — especially in ingredients and functional benefits,” said Cali Amos, director of human insights for HealthFocus, in the report.

The report found that taste still remains the top driver in beverage selection with 69% of respondents viewing it as extremely or very important. Tied for No. 2, were Price and Nutrition with 64%, respectively. Rounding out that Top 5 were No Artificial Sweeteners (60%) and Clean/Natural (60%). The market research firm dug deeper in these drivers, finding that added vitamins and minerals came in at No. 1 in Vietnam, for instance.

In its report, HealthFocus identified eight connection points that consumers are searching for in “boosted beverages.”

• Experimental
• Values-Driven
• Health Proactive
• Functional Benefits
• Ingredient Focused
• Sustainable
• Transparency
• Clean Label

“Today’s shoppers demand beverages that provide benefits well beyond hydration: Beverages are no longer secondary to foods in terms of the health benefits, nutritional value, and clean/natural aspects consumers expect,” the report states.

This is evidenced by the growth of the market. In Mordor Intelligence’s “Functional Beverage Market” report, it estimates the global market size at $229.75 billion in 2025. With an estimated compound annual growth rate of 7.49% for the forecast period of 2025-2030, it would be the global size of $329.68 billion by 2030.

“The functional beverage industry is experiencing a significant transformation driven by evolving consumer preferences and health consciousness,” Mordor’s report states. “Manufacturers are increasingly focusing on developing products with scientifically proven functional benefits while maintaining transparency in ingredient sourcing and processing.

“According to the International Food Council's survey, four in 10 shoppers now perceive plant-based food and beverages as healthier alternatives, reflecting a broader shift toward wellness-oriented consumption patterns,” the report continues. “The industry is witnessing a surge in product innovations combining traditional ingredients with modern functional benefits, particularly in categories like probiotic drinks, energy beverages, and fortified waters.”

With demand high for functional beverages, it will be paramount that beverage manufacturers find ways to foster authentic connections to succeed in this competitive marketplace.