Globally there is a rise in health consciousness and the significance of proper diet has encouraged consumers to shift their food preferences to healthy food and beverages. As a result, beverage companies have turned to lower-calorie drinks with more functional benefits. Consumers health orientation has been seen as a key factor determining their purchase intentions. Enhanced consumer education is further driving manufacturers to bring novel products that satisfy consumers' health values.

Functional beverage has outsold conventional carbonated drinks. The health benefits of clean labels have gained prominence in drinks to retain consumers. Companies studying the green purchase behavior of customers to innovate and offer relevant options. Individualized subjective knowledge is driving consumers to perform detailed scrutiny of products before consumption. The worldwide functional beverage industry was valued at USD 85,728.85 million in 2021, this market is further expected to surpass the valuation of USD 145,146.05 million by the end of 2028.

Companies are competing in terms of nutritional values, flavors, and taste parameters. Drinks are fortified with nutraceuticals that provide health benefits for people of every age. These vitamin, mineral-rich drinks are gaining traction of attention among youth owing to their adoption of functional drinks and frequent indulgence.