Functional drinks promising “calm” and “focus” have become a staple of supermarket shelves, their colourful cans packed with trendy ingredients such as ashwagandha, Lion’s Mane mushroom and magnesium. Marketed as quick fixes for stress and fatigue, these beverages are part of a booming industry projected to hit €212bn by 2030, fuelled by a growing shift away from alcohol and a wellness-obsessed culture.
Brands like TRIP have built their identity on sleek design and CBD-infused blends, adding compounds such as L-theanine and botanicals to suggest mental health benefits. While some ingredients do have promising evidence — ashwagandha and L-theanine have shown positive effects in small trials — research is limited, and experts caution that benefits are often overstated. Magnesium, for example, is only helpful if a deficiency exists.
In July, UK regulators banned a TRIP advert that implied its drinks could reduce stress and anxiety, ruling that such medical claims lacked scientific backing. Nutritionists warn that over-promising risks misleading consumers, creating disillusionment, and distracting from evidence-based treatments.
The powerful role of expectation cannot be overlooked. Believing a drink will help can trigger a genuine placebo effect, especially in areas like mood and focus. Social media influencers have amplified the craze, selling these drinks as effortless fixes to complex issues.
Experts stress that functional drinks are no substitute for medical treatment, particularly for conditions such as anxiety disorders or ADHD. While generally harmless as part of a balanced lifestyle, they can be expensive — a 12-pack of TRIP costs up to €27 — and are best approached with scepticism.
“Look beyond the marketing and understand what you’re consuming,” says dietitian Nicolle Cucco. “Some ingredients may help, others less so. Taking time to research is the wisest approach.”
