A growing number of Americans are seeking alternatives to alcohol, with over 40% intending to reduce alcohol consumption in 2024, a significant increase from the previous year. This shift, driven largely by younger generations like Gen Z, fuels the popularity of functional beverages—drinks that offer health benefits beyond traditional hydration. These beverages, often infused with adaptogens, nootropics, or THC, cater to a health-conscious market and have surged in sales, especially since the pandemic. However, questions about the efficacy and safety of these drinks remain, as they continue to gain traction in both retail and social settings.
