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Functional Beverages Gain Ground Amid Wellness Craze, But Experts Question Health Claims

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From pastel-coloured cans promising “calm” and “focus” to drinks infused with exotic-sounding herbs and minerals, functional beverages have become a staple on supermarket shelves in 2025. Marketed as quick fixes for stress, fatigue, or poor concentration, these products are riding the wave of wellness culture — but experts caution that the science behind them remains limited.

The global functional drinks market is projected to reach $248.5 billion (€212bn) by 2030, according to Grand View Research. The surge comes as younger consumers increasingly turn away from alcohol, with a YouGov survey showing 44 percent of Britons aged 18–24 now preferring low or non-alcoholic alternatives.

“These products fit perfectly into today’s wellness culture,” said Nicolle Cucco, a registered dietitian and personal trainer. “People are looking for convenient solutions in a fast-paced world. Add social media, clever branding, and rising levels of stress, and you have an explanation for the growth in demand.”

What’s in the can?
Functional drinks typically include ingredients such as ashwagandha, lion’s mane mushroom, L-theanine, magnesium, and cannabidiol (CBD). TRIP, one of the best-known brands, was launched in 2019 and became popular for its CBD-infused drinks blended with botanical flavours.

While some ingredients show promise, evidence is mixed. “Ashwagandha and L-theanine have demonstrated benefits in clinical trials, especially for stress and attention, while magnesium is well studied but only effective if you’re deficient,” Cucco explained. “For many people, the benefits may be marginal.”

Marketing under scrutiny
The booming industry has already drawn regulatory attention. In July, the UK’s Advertising Standards Authority banned a TRIP advert that implied its cucumber and mint drink could reduce stress and anxiety, ruling that the claim was unsubstantiated.

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“Any product claiming to relieve anxiety or calm the mind must be backed by credible scientific evidence,” said dietitian Lena Bakovic. “Over-promising risks misleading consumers and undermines trust in evidence-based health practices.”

Experts also warn of the placebo effect in the sector. Because mood and focus are subjective experiences, believing a drink will provide benefits can itself create a perceived improvement.

Social media driving the trend
The rise of wellness influencers has played a major role in popularising functional drinks, with products like Huel and Athletic Greens heavily promoted on TikTok and YouTube. The message often mirrors the platforms they appear on: simple, bite-sized solutions for complex issues.

But dietitians stress that these beverages are not substitutes for medical treatment. “For individuals with conditions such as anxiety disorders or ADHD, functional drinks are not an appropriate or effective therapy,” Cucco said.

While occasional consumption is unlikely to cause harm, experts encourage consumers to treat the products with caution. “It’s important to look beyond the marketing,” Cucco added. “Some ingredients may have genuine benefits, others may not. Taking time to understand what you’re putting in your body is the wisest approach.”

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Europe Faces Persistent Doctor Shortages Despite Rising Graduate Numbers

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Doctor shortages continue to challenge healthcare systems across Europe, driven by an ageing workforce and a declining interest among graduates in general practice.

Every year, thousands of students complete their medical studies in Europe, yet the region still struggles to meet demand for healthcare professionals. In 2023, over 66,000 doctors graduated in the European Union, equivalent to roughly 15 graduates per 100,000 inhabitants, according to Eurostat. Numbers vary widely between countries, with Türkiye producing 13,720 graduates, Germany 10,186, and Italy 9,795. At the other end of the spectrum, only 31 doctors completed their studies in Montenegro, 52 in Iceland, and 144 in Estonia.

A significant share of graduates in countries such as Bulgaria, Romania, and Latvia are foreign nationals, many of whom leave the country after completing their studies. This has turned some nations into training hubs for doctors while widening regional disparities. Romania, however, has managed to reduce doctor migration over the past decade. According to the World Health Organization (WHO), the number of doctors leaving Romania fell from 1,500 in 2012 to 461 in 2021, thanks to improved pay, training, and working conditions.

“Health worker migration is a reality in our interconnected and globalised world, and we have the solutions to ensure it works for all parties. Countries can learn from each other’s experiences,” said Natasha Azzopardi-Muscat of WHO Europe. She added that failing to manage workforce movement fairly risks worsening health inequities and leaving fragile healthcare systems unable to cope.

Despite more graduates entering the system, shortages remain acute, particularly among general practitioners (GPs). While the overall number of doctors has grown in most countries, only about one in five in the EU work as GPs. Tiago Villanueva, a family physician and president of the European Union of General Practitioners/Family Physicians, told Euronews Health that graduates increasingly choose specialised fields, such as dermatology or ophthalmology, for better work-life balance and quality of life. He added that the solution lies in making general practice more visible and appealing, rather than simply increasing the number of medical graduates.

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Europe’s doctor shortages are unevenly distributed. Austria has the highest ratio of practising doctors at 551 per 100,000 inhabitants, followed by Italy and Cyprus at 535, while Finland has the lowest at 288 per 100,000.

Ageing of the healthcare workforce adds further pressure. In 2023, nearly one-third of doctors in EU countries were over 55, according to OECD data. Countries with large shares of older doctors will need to train sufficient numbers of new professionals while encouraging those nearing retirement to continue working where possible.

With a projected shortage of 950,000 health workers by 2030, Europe faces a critical challenge in balancing rising graduate numbers with the need to retain talent and fill vital roles in general practice and other essential specialties.

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Universal School Meals Could Reduce Global Undernourishment by Nearly a Quarter, Study Finds

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Providing every child with a healthy, sustainable school meal could significantly cut global hunger, prevent diet-related deaths, and reduce the environmental impact of diets, according to new research by University College London (UCL).

Scientists estimate that extending school meal coverage from the current level of about one in five children to all children worldwide by 2030 could reduce the overall prevalence of undernourishment by around 24 percent. The modelling study suggests such an approach could also prevent more than one million deaths each year from diet-related diseases and cut the number of people lacking essential vitamins by roughly 120 million.

“Our modelling shows that healthy and sustainable school meals can generate substantial health and environmental gains in every region of the world,” said Marco Springmann, the corresponding author of the study and modelling lead for the Research Consortium at UCL’s Institute for Global Health. “The evidence is clear: investing in school meals is both effective and economically sound.”

The study compared current school meal coverage with a scenario in which all children receive at least one meal a day. Researchers examined the potential effects on nutrition, long-term health, greenhouse gas emissions, land and water use, and calculated the cost savings from improved health outcomes and reduced environmental damage.

Results show that environmental benefits depend on meal composition. School meals aligned with healthy and sustainable dietary recommendations—emphasizing vegetables and limiting meat and dairy—combined with reduced food waste, could cut food-related environmental impacts by roughly half. The study also examined costs, estimating additional spending equivalent to about 0.1 percent of national income in high-income countries and up to 1 percent in low-income nations. However, reductions in healthcare costs and climate-related damages were found to largely offset these investments.

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Currently, school meal programs feed approximately 466 million children every day, representing around 70 percent of the global public food system. Experts warn that achieving universal coverage will require strong political commitment and consistent funding, especially in low-income countries, where fewer than one in ten children receive school meals.

“School meals are not just a nutrition programme – they are a powerful lever for transforming food systems,” said Silvia Pastorino, diets and planetary health lead for the Research Consortium for School Health and Nutrition and a researcher at the London School of Hygiene & Tropical Medicine. “When meals are healthy, sustainable and linked to food education, they improve children’s wellbeing today and foster long-term sustainable habits, while helping countries protect biodiversity, reduce emissions and build resilient communities.”

The research consortium is part of the School Meals Coalition, an initiative led by France and Finland, formed in 2021 after more than 100 countries pledged to provide a healthy school meal for every child by 2030. The consortium is also developing a “Planet-Friendly School Meals Toolkit” to help countries evaluate costs, health benefits, and environmental impacts of sustainable school meal programs, with first results expected in spring 2026.

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From Functional Drinks to LED Masks: The Biggest Health Trends of 2025 and What Experts Say

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As 2025 comes to a close, social media continues to shape the way people eat, drink, rest, and optimise their health, with platforms like TikTok, Instagram, and Reddit driving a mix of revived and new wellness trends. Some have gone viral for their novelty, while others raise questions about effectiveness and safety.

One of the most visible trends has been “loaded water” or “enhanced water,” which combines plain water with electrolytes, flavourings, supplements, coconut water, or fruit. Proponents claim it boosts energy, digestion, and focus. Nutrition experts caution that most people do not need daily electrolyte supplements, as the body regulates these naturally. “Excessive intake of some electrolytes, such as sodium and potassium, may be risky for people with high blood pressure or kidney disease,” dietitian Helen Tieu told Healthline. She recommends using whole fruit over syrups or powders and keeping sugar content low.

Diet trends such as the carnivore and “lion” diets, which limit consumption to meat, eggs, dairy, or in the lion diet, just beef, salt, and water, have also gained attention. Advocates claim these diets improve gut health, sleep, and skin, but experts warn of significant risks. Dr Bhavini Shah from LloydsPharmacy Online Doctor described the carnivore diet as unbalanced, noting overconsumption of meat is linked to high blood pressure, cholesterol, cardiovascular disease, and Type-2 diabetes. Research from Harvard and MIT found processed red meat accelerated cognitive ageing by 1.6 years per average serving, while substituting nuts or legumes lowered dementia risk.

In skincare, at-home LED masks have become a popular tool, offering red, blue, or near-infrared light therapy. Consultant dermatologist Dr Jonathan Kentley said the technology can trigger collagen production and reduce acne, while Dr Justine Kluk warned that benefits remain modest and long-term studies are limited. Dermatologist Janiene Luke added that at-home masks are not as effective as clinical treatments but can complement prescription regimens.

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Functional drinks, including mushroom coffees and CBD-infused beverages, also went mainstream, with ingredients like ashwagandha, Lion’s Mane, magnesium, and L-theanine marketed for stress relief, focus, and calm. Nicole Cucco, a registered dietitian, said some evidence supports these ingredients, particularly for stress or attention, but effects often depend on individual deficiencies or placebo influence. She urged consumers to research products carefully rather than rely solely on marketing claims.

Other viral wellness habits, such as “bed rotting” — spending extended periods resting or sleeping as a form of self-care — reflect a broader trend toward mental health and downtime. Experts note these practices can be beneficial if balanced with activity, but they are no substitute for medical guidance or structured routines.

As 2025 ends, it is clear that health trends online can be fun and sometimes helpful, but experts emphasize that evidence and moderation remain essential when adopting new wellness practices.

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