Frequency of drinking functional beverages

18 maja 2023 | Blog

Functional shots have become a popular trend in recent years, especially in Europe, where health and wellness are a top priority for many consumers. These drinks are quick and convenient way to improve one’s health or performance, with ingredients ranging from vitamins and minerals and adaptogens.

But just how frequently are Europeans consuming functional shots? Let’s take a closer look at the trends and data available.

First, it’s important to note that functional shots are still a relatively new product category, and as such, there is limited data available on their consumption patterns. However, a few studies and surveys offer some insights.


According to a 2020 report by research firm Mintel, the use of functional shots has increased across Europe, with the highest usage reported in the UK, Spain, and France. The report found that 15% of UK consumers had consumed a functional shot in the past six months, compared to 13% in Spain and 11% in France.


Another study conducted by Innova Market Insights in 2021 found that the use of functional shots in Europe was primarily driven by younger consumers, with those aged 18-34 being the most likely to consume these drinks. Additionally, the study found that immunity-boosting shots were the most popular type of functional shot, followed by energy-boosting and relaxation shots.


It’s worth noting that the COVID-19 pandemic has likely influenced the popularity of immunity-boosting shots, as consumers are more concerned with their health and wellness than ever before.


Overall, the frequency of functional shot consumption in Europe is growing in popularity across the continent. As consumers continue to prioritize their health and wellness, it’s likely that we’ll see more and more people incorporating functional shots into their daily routines.