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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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New Study Reveals How Coffee May Help Protect the Body From Ageing

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A new study has uncovered a key biological mechanism that may explain why coffee has long been linked to healthier ageing and a lower risk of chronic disease.

Researchers at Texas A&M College of Veterinary Medicine & Biomedical Sciences found that compounds in coffee interact with a protein in the body known as NR4A1, a receptor involved in regulating stress responses, inflammation and cellular repair. The findings shed new light on how coffee may help protect the body from age-related decline.

For years, studies have associated regular coffee consumption with a longer life and reduced risk of conditions such as heart disease, cancer and cognitive decline. Until now, however, the biological processes behind those benefits have remained largely unclear.

The research team identified NR4A1 as a critical target for several naturally occurring compounds in coffee, particularly polyphenols and other polyhydroxylated substances. These compounds bind to the receptor and appear to influence how it functions.

NR4A1 acts as what scientists call a nutrient sensor, responding to dietary compounds and helping the body adapt to stress and damage. It plays an important role in controlling inflammation, maintaining energy balance and promoting tissue repair — all essential processes in healthy ageing.

Stephen Safe, one of the study’s lead researchers, said the findings provide a clearer understanding of coffee’s protective effects. He explained that NR4A1 helps limit damage when tissues are under stress, and that its absence can worsen the effects of injury or disease.

Laboratory tests showed that coffee compounds reduced cellular damage and slowed the growth of cancer cells. When researchers removed NR4A1 from the cells, those benefits disappeared, strongly suggesting that the receptor is central to coffee’s protective action.

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The study also highlights that coffee’s health effects are likely driven by more than caffeine alone. Decaffeinated coffee has also been linked to improvements in learning and memory, indicating that other components, including polyphenols, may play a significant role.

Recent research has suggested that moderate consumption of caffeinated coffee may also reduce anxiety, improve attention and vigilance, and lower levels of inflammation.

Scientists caution that while the findings are promising, more research is needed to determine how significant the NR4A1 pathway is in humans and how it interacts with other biological systems.

Still, the discovery offers an important step toward understanding why coffee remains one of the most widely studied beverages in nutrition science. It also reinforces the idea that compounds found in everyday foods and drinks can play a meaningful role in supporting long-term health and resilience as people age.

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Study Finds Rise in 11 Cancers Among Younger Adults in England

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A major study has found that rates of 11 types of cancer are increasing among younger adults in England, raising fresh concerns among researchers about factors driving the trend.

The study, conducted by the Institute of Cancer Research and Imperial College London, examined cancer diagnoses between 2001 and 2019 in adults aged 20 to 49. It identified rising incidence in a range of cancers, including breast, colorectal, pancreatic and kidney cancers.

The full list includes breast, colorectal, pancreatic, kidney, liver, gallbladder, thyroid, ovarian and endometrial cancers, as well as oral cancer and multiple myeloma, a form of blood cancer.

Researchers noted that for most of these cancers, rates have also increased among older adults, where cancer remains far more common. This suggests that some shared risk factors may be affecting multiple age groups.

Two cancers, however, stood out. Rates of colorectal and ovarian cancer rose only among younger adults, pointing to possible age-specific causes that are not yet fully understood.

Scientists examined a range of established cancer risk factors, including smoking, alcohol consumption, diet, physical activity and body weight. While these factors are known to contribute significantly to cancer risk, they do not appear to fully explain the recent rise in cases among younger people.

In fact, many of these traditional risk factors have either remained stable or improved over recent decades. Smoking rates have declined, alcohol consumption has generally fallen or levelled off, physical inactivity has decreased, and intake of red and processed meat has dropped.

Obesity was the notable exception. Rates of obesity have risen steadily across all adult age groups and remain a significant contributor to cancer risk. Even so, researchers found that obesity alone could not account for the broader increase in cancer diagnoses among younger adults.

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This was particularly true for cancers commonly associated with excess body weight, such as bowel, kidney, pancreatic, liver, gallbladder and endometrial cancers. While rising obesity may be playing a role, it does not fully explain the trend.

The findings suggest that other factors may be contributing. Researchers say further investigation is urgently needed into possible causes, including environmental exposures, changes in diet or lifestyle during childhood, and other early-life influences.

They also pointed to the possibility that improved diagnostic tools, increased screening and greater public awareness may be leading to more cases being detected.

Public health experts say the study highlights the need for continued prevention efforts, particularly in tackling smoking and obesity, which remain more common in disadvantaged communities. As researchers work to better understand the causes, the rise in cancer among younger adults is likely to remain an important area of focus for health authorities.

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AI Tool Uses Facial Ageing to Help Predict Cancer Survival

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Researchers in the United States have developed an artificial intelligence system that uses changes in facial appearance over time to help predict how cancer patients may respond to treatment and their chances of survival.

The tool, known as FaceAge, was created by scientists at Mass General Brigham. It estimates a person’s biological age from a photograph, offering a measure of how old the body appears physiologically rather than simply counting years since birth.

Biological age can differ from chronological age, as factors such as illness, stress and lifestyle often accelerate the ageing process. Researchers say facial features may provide important clues about a person’s overall health.

Earlier studies using FaceAge found that cancer patients typically appeared about five years older biologically than their actual age. Those with older-looking facial profiles were also more likely to experience poorer outcomes following treatment.

In the latest research, scientists introduced a new metric called Face Aging Rate, or FAR, which tracks changes in biological age over time by comparing multiple photographs. The method is designed to monitor how quickly a person appears to age, potentially offering a real-time indicator of health.

The study analysed images of 2,276 cancer patients treated at Brigham and Women’s Hospital between 2012 and 2023. All participants had undergone at least two courses of radiation therapy, with photographs taken routinely during their treatment.

Researchers found that, on average, patients’ facial ageing progressed about 40% faster than their actual chronological ageing. Those with higher FAR scores had significantly lower survival rates, particularly when the photographs were taken more than two years apart.

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The findings suggest that changes in facial appearance over time may provide valuable insight into a patient’s condition and long-term prognosis.

The study also examined FaceAge Deviation, a separate measure comparing biological age from a single photograph with a person’s actual age. While higher scores were also linked to poorer outcomes, FAR proved to be a stronger and more reliable predictor of survival over extended periods.

Researchers believe combining both measures could offer a more complete picture of a patient’s health and disease progression.

Dr Raymond Mak, a radiation oncologist at Mass General Brigham Cancer Institute, said the technology could help doctors refine treatment plans, improve patient counselling and determine the most appropriate follow-up care.

The team also sees broader potential beyond oncology. Future research will explore whether the technology could help assess other chronic illnesses or even provide early health insights for otherwise healthy individuals.

To support ongoing studies, researchers have launched a public web portal where users can upload a photograph, receive a FaceAge estimate and contribute data to further development of the tool.

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