Consumers worldwide are increasingly taking greater control over their health, marking a significant evolution in the consumer health market and self-care industries. In fact, most consumers see it as proactive health management, with many making healthier choices and exercising more in order to prevent future illnesses.
For convenience retailers, this means customers are no longer looking for just flavour and lower calories, they’re also looking for functional benefits: energy, focus, hydration and better-for-you alternatives.
Energy drinks remain a core convenience category, but their positioning is changing. The UK energy drinks market is estimated to be worth around $5bn in 2025 and is expected to keep growing steadily through the decade, driven by lifestyle shifts and demand for functional benefits[1].
Sugar-free innovation is particularly strong. Recent launches from functional energy brand Celsius, including flavours such as Raspberry Peach and Mango Lemonade entering UK convenience channels, highlight how brands are targeting health-conscious consumers while maintaining energy credentials. Mover over, Red Bull’s Cherry Sakura Spring Edition shows how limited editions continue to drive trial and visibility in-store.
For retailers, balancing classic bestselling SKUs with newer functional options helps capture both traditional energy shoppers and wellness-driven consumers.
Functional Drinks That Go Beyond Energy
The broader functional drinks market is growing even faster. The UK functional beverages category generated over $6.6bn in 2024 and is forecast to grow at more than 8% annually through 2030[2].
Growth isn’t just about caffeine and glucose. Functional soft drinks, hydration drinks, mood-support beverages and gut-health products are gaining traction. Brands such as Trip have seen rapid growth, with functional soda sales rising significantly in 2025[3].
Research also suggests around 39% of UK adults now consume functional drinks regularly, highlighting how mainstream the category has become[4].
Snacks Turn Functional
Protein bars have been around for many years, but now it isn’t enough for a convenience store to simply have a few on the shelves, mixed in with confectionery, they need a whole shelf space dedicated to lower sugar, better-for-you alternatives – often this section is right next to confectionery, as well as near food-to-go, or as part of a meal deal.
The functional snack market is growing fast, with mainstream brands continuing to add protein and benefits to recognisable confectionery, as well as bringing out whole new lines, and new brands entering the space. Vievé has recently launched a range of functional, guilt-free snack bars, Nakd has just released new cherry flavoured protein bars, and earlier this year new savory snack bar FRANK made its debut with high fibre, high protein bars.
Shelf Positioning: How to Maximise sales
- Clear segmentation between classic and zero-sugar energy drinks
- Functional hydration grouped but not isolated from mainstream lines
- Strong price messaging, especially where premium pricing applies
- Seasonal or limited-edition displays to drive trial
- POS to help shoppers understand the benefits
As consumers juggle busy lifestyles while paying closer attention to wellbeing, functional retail continues to expand across drinks, snacks and everyday convenience categories.
Retailers who balance innovation with simplicity, and offer both traditional favourites and newer functional options, are best placed to benefit from the shift.
[1] Grand View Research: UK Energy Drinks Market (2025 – 2030)
[2] Grand View Research: UK Energy Drinks Market (2025 – 2030)
[3] The Grocer: Soft drinks – carbonates & energy drinks 2025: Sales fizz for functional soda brands 12.25
[4] UK Quality Foods Awards: Functional beverages evolve beyond hydration and energy with new innovations driving growth
