Consumer interest in wellness continues to rise, and healthy beverages are gaining momentum as a result. We saw a significant increase in supplement sales last year as individuals prioritised their health and wellbeing. This year, consumers are expected to choose liquid options for convenient on-the-go refreshment and replenishment. Analysts at GlobalData agree, saying functional ingredients will be a key trend in 2023. In this blog, we discuss our predictions for this emerging category.

Functional Drinks Will Go Mainstream

Functional drinks have gained popularity in recent years, and we expect this to accelerate this year. But what exactly are they, and how do they work? For decades, functional drinks were mainly known as hydration or vitamin drinks. Only recently has this category been redefined to include non-alcoholic drinks, too. These multi-benefit beverages contain ingredients that support wellbeing beyond basic hydration, like vitamins, electrolytes, and probiotics. Considering functional wellness is now a £240m market, we expect to see more drinks like iPRO Hydrate hit the retail shelves.

Healthy Drinks Will Follow Government Guidelines

The government's HFSS guidelines have been in effect for some time now, and more and more consumers are paying attention to their sugar and calorie intake as a result. Because of this, we expect more retailers to stock healthy beverages that contain less sugar and fewer calories than traditional soft drinks. At the same time, the cost-of-living crisis has had an impact on drink sales, as consumers look for more affordable options. This year, we expect to see healthier beverages merge with budget-friendly choices, so everybody has the chance to meet their health and wellness goals.

Packaging Will Go Green

Goodness isn’t limited to what’s inside the bottle... another significant trend we expect to see is an increase in eco-friendly packaging, which will be further pushed by the upcoming Single-Use Plastics Directive set to take effect next year. At iPRO, we're excited to introduce our new iPRO Student Edition 300ml and iPRO Hydrate bottles, which are packaged in 100% rPET and 30% rPET plastic. We're committed to offering healthy beverages that are not only good for you, but good for the planet. You can read more about our packaging changes here.

To put it simply, 2023 is going to be a pivotal year for the healthy beverage category. With a growing demand for health-conscious options, we anticipate an increase in drinks that provide more than just refreshment, low-sugar choices that fit consumers’ shrinking budgets, and more eco-friendly packaging to meet new regulations. At iPRO, we’re committed to leading the healthy hydration charge with sustainable packaging, and look forward to driving innovation in this exciting market.

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