In supermarkets across 2025, pastel-coloured cans of “functional drinks” promise calm, focus, and energy. With ingredients like ashwagandha, lion’s mane mushroom, L-theanine, magnesium, and CBD, these beverages are marketed as quick fixes for stress and mental wellbeing. Their popularity has soared, with the global market projected to hit €212bn by 2030, driven by a broader shift away from alcohol among young people.
“These products fit perfectly into today’s wellness culture,” said Nicolle Cucco, a registered dietitian, pointing to rising stress levels, clever branding, and social media as key drivers. While some studies suggest ashwagandha and L-theanine may reduce stress or improve focus, experts caution that results are inconsistent and often limited. Magnesium supplementation, for example, only helps if there is a deficiency.
The industry’s bold claims have attracted scrutiny. In July, the UK’s Advertising Standards Authority banned a TRIP advert for implying its drinks could reduce stress and anxiety — a reminder that promises must be backed by science. “Over-promising can and will eventually lead to disillusionment,” warned nutritionist Lena Bakovic.
Experts also highlight the powerful role of the placebo effect. “Believing a drink will help you relax can genuinely alter how your brain perceives stress,” Cucco explained. While this doesn’t make the products useless, it does blur the line between proven benefits and marketing hype.
Functional drinks are increasingly promoted by influencers as convenient solutions to complex issues. But specialists stress they should not replace evidence-based treatments for conditions like anxiety disorders or ADHD. “Consumers should pause, look beyond the marketing, and do a bit of research,” Cucco said.
For most, enjoying functional drinks as part of a balanced lifestyle is harmless — aside from the cost, with a 12-pack of TRIP retailing at up to €27. But experts agree they are no magic bullet: wellness, as ever, requires more than what’s in a can.
