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Why energy brands are innovating with extra benefits
By James Beeson2026-06-09T10:32:00
Which functional benefits appeal most? And how is the wider market responding to demand for energy with added benefits?
The functional drinks market is booming. Across soft drinks, the value of functional variants grew by 28.5% to £11.3m in January, alone [NIQ 4 w/e 25 January 2026]. According to Worldpanel, functional drinks were bought by 11% of households over the same period, with spending up 13% year-on-year.
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