Willing to pay a premium for functional drinks? Here are 5 things you should know first

A new wave of functional drinks is rapidly expanding in Singapore, promising health benefits that go beyond simple hydration. These beverages, often priced significantly higher than conventional soft drinks, sometimes as much as 345% more, are attracting consumers keen on wellness and alcohol-free lifestyles. They are marketed with claims of improving gut health, reducing stress, or enhancing focus. However, a closer examination by a nutritionist reveals a potential disconnect between the marketing hype and the actual efficacy of these products. Analysis of eight selected drinks showed that the levels of active ingredients, such as probiotics, ashwagandha, and L-theanine, were frequently at the lower end of the spectrum or below the scientifically recognized thresholds needed to produce a tangible benefit. For instance, one probiotic drink contained only 200 million colony-forming units (CFU), far below the effective daily dose of 1 billion to 10 billion CFU. This raises questions about whether consumers are paying for a placebo effect rather than genuine health improvements. Despite these concerns, the market is projected to grow, with Singapore's non-alcoholic drinks sector expected to see a compound annual growth rate of 7% between 2024 and 2032, fueled by a cultural shift towards healthier beverage choices.

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We’ve got a wide range of different subcategories from around the world. We’ve got functional drinks to address … a range of different issues.