Millennials and Gen Z are driving the “functional” beverage boom. YPulse has told you that young people want wellness products that fit easily into their imperfect routines, and health beverage brands like Olipop and Poppi have been getting tons of attention as easy choices for the soda-loving gen. Now, according to Forbes, the functional beverage market—a.k.a. drinks that include health benefits like prebiotics—is expected to reach almost $340B by 2030. Plus, with so many of young adults’ favorite celebs launching their own functional drink brands, like Bella Hadid’s Kin Euphorics and Alex Cooper’s Unwell Hydration, wellness beverages could become a mainstay, not just a trend, for young people. (Forbes)
👀 Read more from YPulse: How Gen Z and Millennials Are Redefining Wellness
