What Are Functional Shots?
Functional shots—or wellness shots—are functional beverages in a small, fun format consisting of just a few ounces. While energy shots may be the best-known type, these RTD shots have been expanding to offer a much wider variety of benefits. Wellness shots blur the lines between beverage categories as they may use juice, coffee, and other beverage types as a base.
RTD shots are on the rise in the US, with new product launches growing from 17 in 2019 to 31 in 2020.1 They are also doing well globally, with the $369.3 million global functional shots market expected to grow at a CAGR of 13.4% from 2020 to 2027.2 Functional beverages have become especially important to consumers during the pandemic as consumers try to stay healthy and seek out specific benefits like energy or focus.
How Wellness Shots Help Consumers
Functional shots help support consumers’ health goals at a time when health is top of mind for many. As consumers focus on managing their health during the pandemic, some approaches they’re taking are getting enough sleep, exercising regularly, eating well-balanced diets, and taking vitamins, minerals, and supplements.3 Products that are health-focused and convenient like wellness shots are especially appealing right now.
The top health and functional benefits featured in today’s functional shots include:
- General wellness/vitality
- Workout fuel
- Gut health
- Hangover cure
Wellness shots that rely on natural ingredients to deliver their functional benefits are trending and often resonate with consumers as being healthier. These can range from superfruit ingredients to plant-based proteins to adaptogenic herbs and mushrooms.