THE RISE OF FUNCTIONAL DRINKS
How TRIP is redefining what modern consumers expect from a can
Fizzy pop is out, hangovers are out, and drinks that “do something” are in. We’re witnessing a fundamental shift in how people drink, and TRIP is right at the centre of it.
A change in global drinking culture is driving a functional drinks revolution. Consumers are actively moving away from high-sugar soft drinks, artificial ingredients, and alcohol-heavy lifestyles. In their place, functional beverages are becoming the go-to choice for people seeking balance, performance, and everyday wellbeing.
Moderation is no longer a niche lifestyle; it is fast becoming the norm. Younger consumers, particularly Gen Z and Millennials, are drinking less alcohol but still want beverages that feel social, special, and aligned with their health goals. This is where the functional drinks category has found its momentum.
From mood-enhancing to gut-friendly drinks and adaptogen-infused blends, beverages are no longer just refreshments; they are tools for modern living.
Why functional beverages are booming
Several powerful consumer trends are converging to fuel the explosive growth of the functional drinks category.
1. Everyday wellness is mainstream
Consumers are adopting a preventative approach to health. Drinks fortified with vitamins, adaptogens, prebiotics, probiotics, and electrolytes fit seamlessly into daily routines. Rather than taking supplements separately, people are choosing beverages that deliver benefits such as:
Calm and stress support
Focus and cognitive clarity
Gut health
Immunity
Hydration and recovery
This shift makes functional drinks feel more purposeful and justifiable than traditional fizzy drinks, which are often seen as “empty calories.”
2. Alcohol moderation without missing out
Social rituals still matter. People want a drink in hand at dinner, at a party, or after work, but increasingly without the downsides of alcohol. Non-alcoholic functional drinks, CBD beverages, kombucha, and mood drinks provide a sophisticated alternative that mirrors the occasion without the hangover.
3. Convenience-driven lifestyles
Modern life is fast and often stressful. Functional beverages promise on-the-go solutions - focus in a can, calm in a sparkling drink, or recovery in a bottle. They slot easily into commutes, gym bags, office desks, and evening wind-down routines.
4. Indulgence meets health
Gone are the days of medicinal-tasting health drinks. Today’s functional beverages deliver nostalgic, dessert-inspired, and exotic flavours that feel like a treat, while still supporting wellness goals. This balance of enjoyment and intention is key to repeat purchase.
5. Lifestyle signalling
Packaging and branding play a major role. Sleek, design-led cans signal a health-aware, conscious, and culturally in-the-know lifestyle. Choosing a functional drink has become a social cue in the same way ordering an overpriced barista coffee once did.
How TRIP is leading a new era of mindful drinking
Last year, our client TRIP hit a major growth milestone - selling more than one can per second, becoming the fastest-growing drinks brand in both the UK and the US, and surpassing $100m in annual revenue.
With presence in all 12 national UK retailers, TRIP’s success extends far beyond physical shelves. TRIP is now the most followed adult soft drink brand on Instagram and a top performer across social commerce and e-commerce platforms. The brand currently ranks number 1 and number 4 in TikTok Shop’s drinks bestsellers category, as well as number 1 in Beer & Lager (even though it is non-alcoholic) and number 3 in Fizzy Drinks on Amazon.
While rapid distribution growth is impressive, retail scale alone does not guarantee consumer loyalty. What sets TRIP apart is its ability to drive repeat purchase and genuine brand affinity while helping to establish the functional and mindful drinks categories. TRIP’s success is rooted not only in reach but in a deep understanding of evolving consumer behaviours and wellness-led preferences.
As TRIP’s creative brand experience agency, we focus on building lasting consumer connections that drive both attention and loyalty. Creatisan turns TRIP’s brand momentum into tangible, real-world experiences that extend beyond the point of purchase. We specialise in transforming bold ideas (and TRIP has plenty) into fast, effective execution at scale. Through close collaboration, we deliver culturally relevant campaigns that perform commercially.
In 2025, TRIP delivered a huge number of live events and sampling activations, bringing the brand directly to consumers in high-engagement environments. Alongside this, we transformed a local convenience store into TRIP’s first-ever storefront takeover, a full exterior rebrand designed to embed the brand into the fabric of everyday community life. Together, these initiatives show that meaningful brand impact does not have to rely on traditional media channels. Sometimes, owning the street delivers far greater influence than owning a billboard.
January, the peak month for wellness-driven purchasing, became a key focus for TRIP’s largest campaign to date. With a prominent in-store presence across Sainsbury’s, Waitrose, Co-op, Boots, and Holland & Barrett, TRIP turned seasonal wellness intent into measurable sales and clear retail leadership. Free-standing displays, and creative executions ensured the brand showed up exactly where shoppers were making healthier choices.
A unique element of the campaign was a multi-brand collaboration with The Alchemist, rolled out across 220 Waitrose stores. Shoppers could purchase curated TRIP bundles that unlocked a complimentary non-alcoholic cocktail at The Alchemist bars, bridging retail and hospitality while reinforcing the idea that mindful drinking can still be social.
It was a full-on month for TRIP, with the brand sampling across the country, bringing a little extra calm to everyday shopping moments. The focus remained on converting this surge in seasonal wellness interest into tangible sales and cementing TRIP’s position as a category leader.
In a world that is increasingly stressful, with declining alcohol consumption and a growing focus on mental health, consumers are seeking healthier, more mindful choices than ever. While this trend peaks in January, wellness is now a year-round mindset that shapes everyday drinking habits and lifestyle decisions.
Functional drinks are not a fad; they are here to stay!
Stress levels are high. Alcohol consumption is declining among younger demographics. Mental well-being is a priority, not a luxury. These structural shifts point to one conclusion: Functional beverages are not a trend, and they are the future of the drinks industry.
With its focus on mindfulness and modern rituals, TRIP is not simply participating in this shift; it is helping define what the next generation of drinking looks like.
And as the category continues to grow, Creatisan remains proud to support a brand that is turning cultural change into meaningful, lasting consumer connections.
