#functional-beverages

#functional-beverages

The functional beverage revolution isn't coming to the food and beverage industry-it's already here. With the functional beverage market projected to reach $50 billion by 2025 and growing at 4.5% annually, restaurant operators have an unprecedented opportunity to dramatically increase profitability. The math is compelling: for a 100-unit chain, increasing beverage incidence by just one percentage point can yield over $500,000 in incremental profits annually.

"We're seeing consumers demand more from their beverages than ever before. It's no longer enough to simply hydrate - today's consumer wants cognitive support, immune boosting, and targeted wellness benefits in every sip."

We've seen a 32% increase in non-alcoholic submissions to the Proof Awards compared to just two years ago. What's remarkable isn't just the quantity but the extraordinary quality and innovation we're witnessing in this category.

It creates memorable experiences that deepen consumer engagement and amplify brand presence in an increasingly crowded marketplace.

Dan Abrams emphasized that the Zero Proof Choice Awards are set to celebrate innovations in non-alcoholic beverages, highlighting the fundamental shift in drinking habits.