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Story summary
- The global functional drinks market is projected to grow from $149 billion in 2024 to $250 billion by 2030.
- Personalization is rising, with brands tailoring formulations to goals using delivery systems and wearable data.
- Plant-based ingredients and clean labels drive sustainability, influencing choices in stores and cafes.
- Adaptogens, functional mushrooms, and nicotine-infused beverages signal a shift toward natural, performance options.
