The latest Health & Wellness Trend Report from The Vitamin Shoppe offers more than a snapshot of what’s selling in supplements. It provides insight into how consumers are thinking about health and wellness, and how those preferences are influencing the functional beverage market.

Today’s consumers are choosing products based on more than taste alone. They want beverages that provide a specific benefit, contain recognizable ingredients, and fit into their daily routines. As hemp beverages continue to evolve beyond alcohol alternatives, they are competing alongside functional beverages, hydration drinks, adaptogenic beverages, and wellness supplements.

Start with the Benefit

Functional beverages are developed around specific needs and occasions. Consumers want to know what a product can do for them, whether that’s supporting hydration, relaxation, energy, or recovery.

According to The Vitamin Shoppe’s survey, Americans’ top wellness priorities include better sleep, hydration, exercise, nutrition, and stress management.

Hemp beverage brands have been leaning into functional ingredient stacking to stand out in the THC-infused beverage market, where flavored seltzers remain one of the most common offerings.

The effects associated with THC and other cannabinoids overlap with many of the reasons consumers are turning to functional beverages, from relaxation and stress management to sleep support, focus, and social experiences.

Is it an evening relaxation beverage?

Is it designed to support sleep?

Does it promote focus during the workday?

Is it intended for post-workout recovery?

Does it offer a social alternative to alcohol?

Cannabinoids and terpenes add another layer of functionality as beverage brands continue exploring new functional ingredients, including kava and kanna.

Think Beyond a Single Active Ingredient

The Vitamin Shoppe’s survey points to the types of benefits consumers are seeking from wellness products, with energy ranking highest among supplement users, followed by immunity, cognitive function, and bone health.

Those same factors are influencing beverage formulation, where brands are combining cannabinoids with complementary ingredients such as electrolytes for hydration, adaptogens for stress support, magnesium for relaxation, or ingredients that support energy and cognitive function.

The supplement category remains a useful indicator of where functional beverage trends may move next.

Gut Health Continues to Gain Momentum

Few wellness categories have gained as much attention as gut health and its connection to overall wellness.

The report found that fiber sales increased 20% year to date, while searches for “fiber” rose 59% and searches for “psyllium husk” increased 150%. Nearly 70% of consumers say they are actively trying to increase their fiber intake.

The report also highlights growing innovation in prebiotic beverages and other products designed to support the gut microbiome. This trend creates another area for hemp beverage brands to explore as they look at ingredients that complement cannabinoids and fit broader wellness routines.

Consumers Are Paying More Attention to Ingredients

The Vitamin Shoppe’s report highlights growing consumer trust in branded ingredients, especially when they are putting them into their bodies. Nearly two-thirds of consumers said they trust branded ingredients more than generic alternatives because they associate them with quality, consistency, and scientific validation.

Branded ingredients often come with standardized specifications, supplier-backed research, and documentation that distinguish them from generic alternatives. Consumers recognize branded ingredients such as KSM-66 Ashwagandha, Magtein magnesium, and other clinically studied ingredients.

Unlike many traditional beverage categories, cannabis brands already operate in an environment where lab testing, potency, and ingredient transparency are standard parts of bringing a product to market.

Transparency Builds Trust

One of the strongest themes throughout the report is transparency.

Nearly half of respondents said they had decided not to purchase a supplement because the label or formula lacked sufficient transparency. Ingredient transparency ranked alongside brand trust as one of the most important purchase drivers.

Hemp beverages face an additional transparency challenge. Many consumers are still unfamiliar with cannabinoids and may not know what to expect from a THC beverage, including how different milligram doses can affect the experience. Clear labeling, education, and accurate dosing information will be important as the category reaches new consumers.

The challenge is translating complex product information into something consumers can easily understand.

Flavor Remains Essential

Function may be why someone reaches for a product, but according to many experts, flavor often determines whether consumers come back.

The report found that more than half of consumers say flavor plays an important role in their purchasing decisions, with tropical fruit, coffee, citrus, and nostalgic flavors among the favorites.

Every ingredient added to a formulation influences flavor, aroma, texture, and overall drinkability. As brands continue to build more complex formulas, balancing functional ingredients with a beverage people enjoy drinking remains a challenge.

Looking Ahead

The biggest takeaway from this year’s report is that consumers are choosing beverages based on a wider range of factors, from function and ingredients to transparency and taste.

Hemp beverages are no longer competing only with beer, wine, and spirits. They are competing with functional beverages, sports drinks, enhanced waters, and wellness products that promise specific benefits.