From Morning Protein to Evening Mocktails: The Expanding Role of Functional Beverages

26 August 2026           5 minute read

Once primarily associated with sports nutrition and energy drinks, functional beverages have found a place across nearly every part of the day. Shoppers are reaching for protein-infused refreshment in the morning, hydration-focused beverages throughout the day, and alcohol-free options to unwind in the evening.

As functionality becomes an important beverage purchase driver, retailers have an opportunity to think beyond traditional category definitions and focus on the specific occasions shoppers are looking to satisfy.* The opportunity is becoming less about a single beverage category and more about understanding the needs shoppers are looking to meet throughout their day.

Protein Beyond the Gym

With the rise of GLP-1s, consumer demand for protein remains high. Its role has expanded beyond traditional shakes and post-workout recovery. Brands like Lumen are helping redefine what protein beverages can look like, with refreshing options that fit a broader range of occasions.

For retailers, the opportunity is to think about protein beverages beyond the traditional fitness moment and consider how protein beverages can support shoppers seeking convenient sources of protein throughout their daily routines, especially when they deliver on convenience as much as function.

Rethinking Everyday Hydration

Consumers are looking for more from their daily beverages, including hydration options that fit seamlessly into their day while delivering refreshment and flavor.

Brands like C20 Coconut Water also provide consumers with additional options that can fit a range of occasions, from morning commutes to post-activity refreshment.

Making Wellness a Daily Habit

Some consumers are also turning to beverages as an entry point into broader wellness routines. Liquid wellness products offer formats that can fit naturally into existing habits such as breakfast, snacks, or daily wellness rituals.

Brands like MaryRuth's illustrate how wellness-focused products are evolving to meet consumers where they are. For retailers, the strongest opportunities often come from products with a clear purpose and format that shoppers can easily incorporate into their everyday lives.

Unwinding Without Alcohol

The rise of alcohol-free beverages reflects a broader shift toward moderation and mindful consumption from younger shoppers. Increasingly, consumers are seeking options that fit social occasions without relying on alcohol, creating new opportunities for innovation in mocktails and other adult-oriented beverages.

Brands like Recess demonstrate how functionality can extend beyond physical performance to support occasions centered on balance, relaxation, and connection. These products can help complement entertaining, evening snacking, prepared foods, and other social occasions where shoppers are looking for alternatives to traditional alcoholic beverages.

Building Assortments Around Shopper Occasions

As beverage innovation continues to evolve, the opportunity for retailers is increasingly less about stocking a single functional beverage set and more about helping shoppers find products that fit specific moments throughout the day.

UNFI helps customers navigate emerging trends, connect with innovative suppliers, and identify products that can help differentiate their assortments. 

*Source: The Food Industry Association – Power of Beverage 2026