The future of flavor: Better-for-you beverages that don’t compromise

August 28, 2025 at 09:01 AM EDT

(BPT) - When you reach for a beverage, what drives your decision? Is it health benefits, taste or both? If you're like many consumers, a drink that only quenches your thirst or satisfies your sweet tooth isn't enough. That's why functional beverages and drinks that deliver great taste are on the rise.

Drinks that help your body function

While the name may not be familiar, you've probably seen or even tried functional beverages. These drinks offer health benefits like improved hydration, digestion and nutrition with functional ingredients like vitamins, minerals and probiotics. For example, PLEZi Nutrition, the public benefit company founded by former first lady Michelle Obama, focuses on creating beverages with vitamin C, fiber and potassium to provide nutrients your body needs but may not otherwise get enough of.

Consumer demand for functional drinks continues to grow. According to Zion Market Research, the functional beverage market was valued at $175.5 billion in 2022 and is predicted to grow at a compound annual rate of 8.6% through 2030, eventually reaching $339.6 billion.

One group that is leading the functional beverage trend is sports drinks. According to Innova Market Insights, sports drinks account for about two-thirds of functional beverage launches in the U.S. These sports drinks are designed to support performance, muscle recovery and electrolyte balance.

That said, sports drinks can have a lot of sugar, specifically added sugar. Added sugars are those added during food and drink processing, and do not include naturally occurring sugars found in milk, fruits and vegetables. According to the Centers for Disease Control and Prevention (CDC), consuming too many added sugars can contribute to obesity, type 2 diabetes, heart disease and other health problems.

The Dietary Guidelines for Americans recommends limiting calories from added sugars to less than 10% of total calories per day. So, if you consume 2,000 per day, you should aim to eat or drink less than 200 calories or 50 grams of added sugars per day.

This presents a problem, though: According to the same dietary guidelines, a 12-ounce serving of a sports drink has 97 calories or 20 grams of added sugar, representing over 40% of the recommended daily added sugars intake.

Many consumers are realizing the negative impacts of too many added sugars and want beverages that help them reduce their average intake. As a result, many companies are now creating functional sports drinks without as much added sugar.

Smiling girl sitting on a couch holding 5 cans of PLEZi close to her.

This past year, PLEZi Nutrition launched PLEZi Hydration, which has no added sugar* and half the sugar of the leading sports drink.* Co-created with four-time NBA Champion, Stephen Curry, and culinary entrepreneur, Ayesha Curry, the sports drink stands out among the competition because it also offers nutritional ingredients - twice the electrolytes and seven times the potassium compared to leading regular sports drinks,** and vitamin C for immune health and muscle repair.

It's not surprising that the Currys have partnered with PLEZi. Many of the couple's endeavors, including their work through their Eat.Learn.Play Foundation, centers on supporting underserved communities through access to healthy foods, movement and sport. PLEZi's own nutritional standards are overseen by their Kitchen Cabinet, the company's board of advisors in key areas like nutrition and public health.

This is just one example of how beverage brands are not only listening to consumers' desire to reduce sugar intake but are also moving toward better-for-you and functional ingredients.

A taste that doesn't compromise

Even with better nutritional value, functional beverages are nothing without flavor - and consumers agree.

According to a beverage flavor trends report from Innova, the demand for innovative beverage flavors is on the rise, with consumers increasingly favoring exciting and functional drinks that deliver on taste without compromising health goals.

More specifically, consumers want a taste rooted in nature. Another Innova report found that a quarter of consumers are prioritizing natural flavors made from real ingredients. This finding marks a shift toward cleaner formulations that reduce sugar while preserving sweetness, meeting demand for natural and familiar sweet solutions.

Creating a beverage that tastes good and is good for you sounds like a tall order, but it is possible. This is where brands like PLEZi can fill the gap. With no artificial colors, dyes or sweeteners and less sugar**, the company's Hydration drink - as well as its healthier soda alternative PLEZi FiZZ*** - delivers bold flavors to meet consumers' tastes while also delivering on wellness demands.

The future of function and flavor is one and the same. As consumers demand drinks that work as hard as they do, beverage companies have a prime opportunity to not only meet but exceed expectations with creativity and health in mind.

*Not a low-calorie food. See nutrition panel for information on sugar and calorie content.

**Per 16.9 ounces: PLEZi Hydration - 120 milligrams (Sodium), 500 milligrams (Potassium), 12 grams (Sugar). Leading regular sports drink - 230 milligrams (Sodium), 70 milligrams (Potassium), 28 grams (Sugar)

***PLEZi FiZZ has 75% less sugar than the leading regular soft drinks. Contains 10 grams of sugars from fruit juices per 12 ounces versus 40 grams of sugar per 12 ounces for leading regular soft drinks.

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The future of flavor: Better-for-you beverages that don’t compromise

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