As Gen Z abandons beer and tequila for non-alcoholic drinks, βfunctionalβ beverages containing plant-based adaptogens are hitting the market at rapid speed.
Unless youβve been living under a rock, youβll know that mushrooms are having their moment in the realm of wellness as of late.
Scrolling on social media, youβve probably seen advertisements for mushroom supplements, mushroom tea, or even mushroom coffee. If not in the form of hot drinks, you may have spotted βfunctionalβ sparkling beverages popping up in your local supermarket.
The buzz surrounding the magical substances found in mushrooms is piquing widespread interest, especially as young people look to ditch alcohol in favour of health-boosting alternatives. As a result, searches for βadaptogenβ beverages have been on a steady increase over the last couple of years.
Adaptogens are substances found mainly in herbs, but also in mushrooms. They are believed to have a number of health benefits, including helping the body to deal with stress, while improving concentration and increasing overall vitality.
Globally recognised supermodel Bella Hadid has played her part in bringing adaptogens into the mainstream, launching a line of drinks that uses these substances to βimprove sleep, general mood, and feelings of calm.β
It should come as no surprise then, that the market for these beverages is anticipated to surpass a value of $110 billion by the end of the decade.
Still, with the rapid rise and fall of the CBD-trend occurring not long ago, someone has to ask: is this just another wellness-focused money-grab?