This growth is reflected in rising consumer demand for more health-conscious beverage options, with gut health-focused and vitamin-rich drinks proving particularly popular.
At the forefront of the rise of the functional drinks category is the juice shot segment, through which brands such as Moju and The Turmeric Co. have enjoyed mainstream success.
Made from ingredients such as ginger and turmeric, these functional shots tap into a growing health priority among British consumers, with the segment seeing a 47% compound annual growth rate (CAGR) over the past three years – despite being virtually non-existent a decade ago.
In the last year alone, 130 million shots were purchased, with household penetration rising 48% year-on-year to 6.8%, highlighting rapid adoption among UK shoppers.
This trend is mirrored in the number of consumers actively seeking functional benefits when choosing a drink, which has nearly doubled since 2024 - rising from 13% to 24%.
NIQ’s data also shows that, despite the rising cost of living and increasingly squeezed disposable incomes, consumers are still prioritising everyday health, with the category remaining resilient.
A strong indicator of this resilience is juice shot segment leader Moju, which has seen its revenue increase 30% year-on-year.
The brand’s 420ml Ginger Dosing Bottle is now the number one retail sales value (RSV) product across the entire chilled juice category for example, posting a 44% repeat rate, which Moju says is the highest in the category.
“We’re seeing a structural shift in how people approach their health and wellbeing; it’s becoming something people want to integrate into everyday life, rather than trying to fix things reactively,” said Rich Goldsmith, co-founder and chief executive of Moju.
“That’s driving demand for products that are convenient, effective and rooted in recognisable and trusted ingredients, and the growth in functional juice shots is a clear expression of that change.”
He continued: “While the category reaching £100 million marks a significant milestone, it’s the result of more than a decade of groundwork. At Moju, we’ve been building this space for over 11 years, and what we’re seeing now is a real inflection point as functional juice shots move firmly into the mainstream.
“With growing consumer demand and increasing relevance in daily routines, we believe there is significant headroom to continue to propel category growth forward.”
