Functional beverages are dialing in.
The latest: The Cycle launched ready-to-drink superfruit teas designed to ease PMS and period-related symptoms.
With phase-specific SKUs, its drinks combine omega-7 from Himalayan sea buckthorn and adaptogenic botanicals like ashwagandha to regulate hormones before and after menstruation.
Sip sync. With 60% of functional drink purchases made by women (per SPINS), brands like Monster’s FLRT, Alani Nu, and Bloom are using female-forward marketing to chase superusers.
More than vibey colorways, consumers want targeted beverages that induce, amplify, or alleviate distinct states of being.
Herbalists. Making functional claims on botanicals, G Spot touts butterfly pea as a women’s aphrodisiac, while Recess and TRIP are scaling mood-regulating formulas.
Celeb-backed OMOSS and MOSS restore physiological balance with sea moss, and MYCE uses kanna, a South African plant, for its feel-good elixir.
Punchline: Moving beyond energy, gut health, and social tonics, next-gen beverages are sourcing exotic ingredients to deliver functional end states.
