“Functional shots have come a long way from the 5-hour Energy era. The biggest factor is that people are thinking about their health more holistically now, focusing more on actually feeling good day-to-day,” says Mitch Madoff, head of retail partnerships at Keychain, New York. “That means hitting their protein goals, staying on top of their vitamins, and paying closer attention to gut health.

Madoff adds that the broader shifts toward social media-driven wellness trends and growing consumer demand for clean, transparent ingredients also have created conditions for wellness shots to take off.

“Especially coming out of the pandemic, as folks returned to busy, on-the-go routines, these single-serve bottles provided a quick, no-mess alternative to homemade smoothies and juices that people had more time for during the lockdown,” he says.

Shannon Murray, director of brand marketing at Suja Life, Oceanside, Calif., notes that although energy remains important in this space, there’s growing interest in benefits like cognition, mood support, stress management, immunity, digestion and overall balance. 

“We’re seeing consumers prioritize convenient, accessible wellness solutions that can easily fit into their daily routines,” she says. “That evolution is what inspired products like Vive Organic’s new Mind Boost and Mood Boost wellness shots, which are designed to support focus, clarity and a positive mindset using functional ingredients like adaptogens, herbs and functional mushrooms.” 

Murray adds that, similarly, Suja Organic recently expanded its wellness shot portfolio with the launch of Suja Organic Multivitamin wellness shots, designed to deliver “daily wellness in one simple sip” with an excellent source of vitamins A, C, E, and a full spectrum of energizing B-vitamins.

Moreover, Murray notes that the wellness shot category continues to see strong consumer interest, particularly as shoppers seek functional products made with clean, recognizable ingredients. 

“Both Vive Organic and Suja Organic have helped drive innovation within the category by introducing convenient wellness solutions tailored to evolving consumer priorities,” she says. “Vive Organic’s Mind Boost and Mood Boost reflect growing demand for mental wellness support in accessible formats, while Suja Organic’s new Multivitamin Wellness Shots highlight increasing interest in proactive, everyday wellness with functional benefits delivered in a simple daily shot.”

Keychain Madoff notes that Keychain is seeing a 10% year-over-year growth in the wellness shot category on its platform. 

“And the ingredients leading this charge are turmeric and ginger shots for inflammation, elderberry for immunity, apple cider vinegar for gut health, and ashwagandha for stress, to name a few,” he says. 

Further, Madoff calls attention to Suja Life for being one of the largest names in this space after acquiring Vive Organic in 2022 with its immunity-focused shots, noting that these products, particularly those containing vitamin C and probiotics have seen especially strong momentum during and after the pandemic.

Meeting expectations

With the rise of wellness shots, experts highlight the most common attributes associated with these drinks.

“Wellness shots are most commonly associated with immunity support, energy, digestion and anti-inflammatory benefits,” Keychain Madoff’s says. “For example, Suja Life is known for its ginger and turmeric-based immunity shots, while Vive Organic offers all-natural digestive support blends. Many brands also offer options with low sugar, probiotics, vitamins and adaptogens. KOR Shots, for instance, market apple cider vinegar shots specifically for gut health and detox benefits.”

Additionally, convenience and efficacy are important attributes as well, Madoff says.

“Consumers view wellness shots as an easy way to incorporate health benefits into busy lifestyles without committing to a larger supplement,” he explains. “Many products are marketed around targeted daily routines, such as ‘morning immunity’ and ‘midday pick-me-up,’ which help create clear usage trends.”

Suja Life’s Murray explains that today’s consumers are looking for wellness shots that deliver targeted functional benefits while also offering clean ingredients and great taste. 

“Some of the most common attributes include immunity support, energy, cognition, mood balance, digestive support and overall daily wellness,” Murray says. “Vive Organic and Suja Organic are continuing to innovate in the category with functional wellness shots designed to support evolving consumer needs, from mental clarity and mood support to convenient multivitamin solutions for everyday health. 

“Wellness shots are most commonly associated with immunity support, energy, digestion and anti-inflammatory benefits.”

– Mitch Madoff, head of retail partnerships at Keychain

“There’s also strong demand for products made with organic ingredients, no added sugar, no artificial additives, and research-backed functional ingredients,” she continues. “Convenience remains a key driver as well, since wellness shots offer an easy way to incorporate wellness habits into busy lifestyles.”

Keychain’s Madoff notes that flavor trends in wellness shots are becoming bolder and more balanced, combining functional ingredients with sweeter fruit profiles to improve taste. 

“Ginger, turmeric, lemon and apple cider vinegar remain dominant, but brands are pairing them with pineapple, mango, berries and honey for broader appeal,” Madoff says. “For instance, on Keychain we’re seeing steady revenue growth and popularity for turmeric pineapple and blueberry ginger wellness shot flavors.

“So Good So You also offers functional probiotic shots with fruity blends, while Pressed Juicery combines citrus and spice flavors in energy and immunity-focused products,” he continues. “Herbal and botanical flavors are also growing in popularity, with ingredients like elderberry, ashwagandha, and reishi becoming more common in premium wellness shots.”

Suja Life’s Murray notes that flavor innovation has become increasingly important as consumers expect wellness products to taste as good as they function. 

“At Suja Organic, we’re leaning into fruit-forward flavors that make wellness routines more approachable like Goldenberry, which is featured in Suja Organic’s new Digestion Wellness Shot,” she shares. 

“At Vive Organic, the focus is on balancing flavor with the brand’s bold ‘feel it’ kick, driven by functional ingredients like ginger, turmeric and black pepper that deliver an invigorating wellness experience,” Murray continues. “That bold flavor profile comes to life in Vive Organic products like the Immunity Boost Original Wellness Shot, crafted with real, organic ingredients including ginger, turmeric and echinacea, plus probiotics and more than 110% daily value of vitamin C, all while delivering the signature spicy-citrus kick consumers can truly feel working.”

As far as how the market is expected to perform in the year to come, Keychain’s Madoff anticipates the wellness shots category to continue growing in revenue and popularity, with immunity shots in particular set up for a big year, based on Keychain data. 

“We’re already seeing 29% year-over-year growth there, which is almost triple that of the entire wellness shots category itself,” he explains. “What’s exciting is that the momentum is showing up across channels. Even on TikTok Shop, immunity shots are already commanding premium price points, with every active SKU priced above $25 — which tells us that consumers aren’t looking for the cheapest option. 

“The opportunity for brands and retailers right now is to get ahead of that demand and lean into the premiumization,” Madoff continues. “The consumers are there, the willingness to spend is there, so it’s really just about making sure the right products are available where people are shopping.”

Suja Life’s Murray also anticipates that the market will see continued growth in the year to come.

“We expect the wellness shot category to continue growing as consumers increasingly seek convenient, functional products that support everyday well-being,” she says. “The category is evolving from single-benefit products into more comprehensive wellness solutions that support consumers throughout different moments of the day.”