Health
Functional Beverages Gain Ground Amid Wellness Craze, But Experts Question Health Claims
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.
“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.”
Health
World Cup Emotion Can Strain the Heart, Cardiologists Warn Fans at Risk
As the World Cup begins, medical experts are cautioning football fans with underlying heart conditions that the emotional intensity of matches can place unexpected strain on the cardiovascular system.
Cardiologists say that the excitement, tension, and anxiety generated during high-stakes games can trigger physical reactions similar to intense exercise, raising heart rate, blood pressure, and stress hormones.
“Intense emotions, whether positive or negative, can act as ‘precipitating risk factors’ for cardiovascular events such as heart attack,” said Paola Santalucia, a cardiologist and board member of the European Heart Network.
She explained that moments of extreme excitement, such as a decisive penalty shootout or a last-minute goal, may pose risks for people already living with heart disease. Those with additional risk factors, including hypertension, obesity, or smoking habits, are also advised to be cautious during emotionally charged matches.
Research using wearable devices has shown that during major football events, some fans experience heart rates climbing as high as 150 beats per minute. That level is comparable to sprinting and reflects how strongly the body reacts to emotional stress.
A study examining supporters during the 2025 German Cup final found that even watching from home can significantly affect physiological responses. “They still had an increase in heart rate that compares to walking, even though they didn’t walk,” said Christian Deutscher, professor of sports economics at Bielefeld University and co-author of the study.
He noted that the most intense reactions often occur not during goals themselves, but during moments of uncertainty such as VAR checks, penalty shootouts, or shots striking the post. These unpredictable situations, he said, are what drive the strongest emotional and physical responses among fans.
Deutscher also pointed out that stadium spectators may experience even greater strain due to environmental factors such as heat and alcohol consumption.
However, experts emphasize that football itself is not inherently dangerous. Instead, it is the body’s natural response to excitement that can create temporary stress.
“The adrenergic stimulation is at its max: extreme high blood pressure, high heart rate, and adrenaline, cortisol, skyrocketing,” said Dan Atar, professor of cardiology at Oslo University Hospital. In rare cases, he added, this surge can contribute to the rupture of arterial plaque in vulnerable individuals, potentially leading to a heart attack.
Atar stressed that such events can occur in everyday situations as well, including physical exertion like shoveling snow. “It is in no way dangerous to watch a football game,” he said. “All this is physiologic. It’s not dangerous to be excited.”
Still, he acknowledged that combining emotional stress with alcohol, heat, and pre-existing conditions can increase risk for some viewers.
Doctors advise those at higher risk to continue prescribed medications, limit alcohol intake, avoid smoking, and watch for warning signs such as chest pain or irregular heartbeat.
“The key message is not to avoid enjoying the match, but to do so with moderation and awareness,” Santalucia said.
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