Healthy Beverages Dominate Consumer Trends
- Oct 31, 2025
- 3 min read
According to health experts, diet has a major influence on daily performance, energy levels, and even mental well-being. Therefore, healthy foods and drinks are increasingly prioritized in 2024 and beyond, as people seek to reduce the risk of developing chronic diseases.
A Growing Preference for Health-Conscious Products
High-quality, health-promoting products are now a top priority in many countries. Nielsen reports that 49% of global consumers are willing to pay more for products beneficial to their health. In Vietnam, this figure is even higher—65% of Vietnamese consumers value product quality and effectiveness. Since the Covid-19 pandemic, Vietnamese people have become more health-conscious and willing to spend more to maintain well-being.
What to Drink for Better Health
In the food and beverage industry, the shift toward health and fitness is evident in the rising demand for nutritious, organic, and natural products. According to a report by Mordor Intelligence, the healthy beverage market is expected to grow from USD 344.36 billion in 2023 to USD 408.80 billion in 2028, representing a compound annual growth rate (CAGR) of 3.49% between 2023 and 2028.
This sector is one of the fastest-growing beverage markets globally, driving companies to reevaluate and reformulate their product lines. Many brands are reducing artificial ingredients, sugar, and unhealthy fats, while introducing new functional beverages that align with wellness trends. Fruit and herbal extracts are being added to create natural flavors and enhance vitamin content.
Functional Drinks Gain Momentum Worldwide
In Europe, Le Figaro notes the parallel rise of “functional drinks” alongside a declining interest in alcohol among younger consumers. These beverages—infused with fruit or herbal extracts—not only offer relaxation but also support physical and mental wellness.
According to Eric Fossard, Co-Director of the non-alcoholic beverage company Liquid Liquid:
“Functional drinks are thriving because consumers no longer want to get drunk. Instead, they want something tasty and good for their health.”
Plant-Based Beverages Lead in Europe
Data Bridge Market Research recently reported that the European plant-based milk market is expanding rapidly, with an expected CAGR of 11.7% from 2023 to 2030, projected to reach USD 9.227 billion by 2030. Key players include Germany, the UK, Italy, France, Spain, the Netherlands, Switzerland, Belgium, and Russia—with Germany forecasted to dominate the market.
The U.S.: A Health-Driven Beverage Revolution
In the United States, where health and physical appearance are top priorities, functional drinks have become as popular today as vitamins and supplements were decades ago. Nearly every month, a new healthy beverage brand launches in the U.S.
Even beverage giants like PepsiCo have joined the movement—introducing a new “clear water” drink in early 2024. This sugar-free, non-carbonated beverage contains alkaline minerals and electrolytes, positioning it as a functional hydration product.
China’s “Wellness Drink” Craze
In 2023, young consumers in China lined up to try coffee infused with traditional Chinese medicine, hawthorn drinks for better digestion, and angelica tea for warming the body.
A joint survey by China Media Group, the National Bureau of Statistics, and China Post revealed that health-related spending ranks third among young people—after travel and digital products.
Recognizing the opportunity, Beijing Tong Ren Tang (TRT) launched a sub-brand called Zhimajiankang, offering health-boosting beverages derived from traditional herbal ingredients. Prices range from 32 to 88 yuan (≈ VND 106,000–293,000) per serving.
A Booming Global Functional Beverage Industry
According to Precedence Research, the global functional beverage market was valued at USD 219.74 billion in 2023 and is expected to reach approximately USD 385.94 billion by 2032, growing at a CAGR of 6.46%.
The race to develop and market health-oriented functional drinks shows no signs of slowing down—as consumers worldwide increasingly prioritize nutrition, wellness, and natural energy over traditional sugary or alcoholic beverages.
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