Rise of Wellness Drinks: How Consumers Are Ditching Sugary Sodas for Healthier Alternatives

The Rise of Wellness Drinks: An Alcohol-Free Revolution

In recent years, consumer preferences for beverages have shifted dramatically, leading to a growing demand for healthier, functional drinks. Traditional sodas, often laden with sugar, are now falling out of favor as people become increasingly aware of health and wellness. Analysts project that the category of wellness drinks will grow significantly, with a forecasted annual growth rate of 7.9% through 2035, according to Insight Ace Analytic.

Functional Beverages Taking Center Stage

The rise of functional beverages represents one of the fastest-growing segments within the wellness market. Companies such as Safety Shot, Inc., PepsiCo, The Coca-Cola Company, and Tilray Brands are competing to capture this market with innovative products designed to enhance consumer well-being. For instance, Safety Shot has developed the Sure Shot®, a patented supplement aimed at reducing blood alcohol content (BAC) based on promising human clinical trials.

In addition to Safety Shot's advancements, the global dietary supplements market is expected to double from approximately $211.68 billion in 2025 to around $415.63 billion by 2033. Companies are taking notice of this trend, refocusing their product lines towards low-sugar and nutrient-rich options.

The Safety Shot Success Story

Safety Shot's success is particularly noteworthy. Following a rebranding effort and its launch on platforms like Amazon, their flagship product, Sure Shot, sold out within hours. The e-commerce rollout continued strong, indicating a robust early demand for wellness-oriented products that minimize the effects of alcohol. The company has reported significant improvements in user satisfaction, including enhanced energy levels and quicker recovery times from alcohol consumption incidents.

To bolster its market position, Safety Shot has secured a new patent, adding legal protection to its clinical claims. This positions the company favorably for further expansion into retail channels, including partnerships with major retailers like 7-Eleven and Walmart. Furthermore, the introduction of stick pack formats seeks to improve convenience and make the product more appealing.

A Shift in Marketing Strategy

Looking ahead, Safety Shot plans a strategic shift away from influencer marketing, opting for grassroots approaches focused on retail presence and client engagement. This change aligns with their goal to amplify word-of-mouth promotion through genuine consumer experiences rather than paid endorsements.

CEO Jarrett Boon has also expressed optimism about a transformative acquisition. In early 2025, Safety Shot announced plans to acquire Yerbaé Brands Corp., a plant-based energy beverage company. This is expected to unlock significant synergies and further diversify Safety Shot's product offerings.

Industry Players Respond to Consumer Trends

Other major players in the beverage industry are rapidly adapting to these changing consumer demands. For instance, PepsiCo's acquisition of the prebiotic soda brand Poppi for $1.95 billion underscores their commitment to expanding health-focused beverage options. The launch of Simply Pop by Coca-Cola connects their established brand to the growing trend of gut health beverages, targeting a younger demographic eager for functional drinks.

Furthermore, Tilray Brands has relaunched Hi*Ball Energy, capitalizing on shifts in consumer preferences for zero-calorie, health-conscious energy to regain market share after its rebranding. The collaboration with Whole Foods Market emphasizes trusted retail partnerships as a core component of their strategy.

Looking Forward: The Future of Functional Beverages

In light of these developments, the landscape for beverages is changing, favoring options that blend taste with functionality. Companies are keen to enhance flavor profiles and expand their product lines to encourage repeat purchases, essential for building long-term customer relationships.

As consumers prioritize health, the functional beverage market is poised for accelerated growth. The alliances, acquisitions, and innovative product launches from key industry players signal the ongoing evolution of consumer preferences—a shift that is likely to reshape the beverage sector for years to come.