How many Brits are consuming energy drinks, protein shakes, and probiotic beverages regularly?

With consumer wellness trends on the rise, the market for functional beverages presents a growing opportunity for brands. Recent data shows strong demand, particularly among younger adults, who prioritise functional ingredients and convenience. Marketers could capitalise on this shift by highlighting health benefits, targeting younger demographics, and ensuring easy accessibility.

How many Britons consume functional drinks?

A YouGov survey of 2,106 UK adults reveals that nearly two-fifths (39%) of Britons consume functional drinks. Among these consumers, energy drinks are the most popular, with 31% reporting regular consumption of brands such as Lucozade, Red Bull, and Monster Energy. Probiotic drinks, including Yakult, Actimel, and Biomel, are consumed by 25%, while an equal proportion (25%) regularly choose protein shakes. Electrolyte drinks (e.g., Lucozade Sport, Powerade) are favoured by 22%, vitamin-enhanced waters (e.g., Get More Vits, VIT-HIT) by 16%, and herbal or adaptogenic drinks (e.g., Pukka Herbs, Tenzing Natural Energy) by 15%.

Age plays a significant role in determining which functional drinks consumers prefer. Young adults, particularly those aged 18-24, have the highest affinity for energy drinks (42%). This preference remains strong among 25-34-year-olds, 41% of whom also report frequent consumption.

Beyond energy drinks, protein shakes and electrolyte beverages are particularly popular among 25-34-year-olds (37% and 32%, respectively). Meanwhile, older consumers lean toward probiotic drinks; 39% of those aged 55 and above consume them regularly, and 29% of individuals aged 45-54 also favour these beverages.

Motivations for consuming functional drinks

Health and wellness are the primary drivers behind functional drink consumption, with 33% of consumers citing these factors as their main motivation. This trend remains consistent across age groups. However, among 18-24-year-olds, 28% turn to functional drinks primarily for an energy boost.

Taste is another important factor, particularly among women (18%).

Consumers are increasingly prioritising natural and organic ingredients in most products and functional drinks are no exception. A majority (58%) consider these attributes important when selecting a product, reflecting a broader trend toward health-conscious consumption and a preference for clean-label products.

Where consumers purchase functional drinks and how much do they spend

Supermarkets dominate as the primary retail channel, with 65% of functional drink consumers purchasing their beverages from chains such as Tesco, Sainsbury’s, and ASDA. Convenience stores, including Co-op and SPAR, account for 27% of purchases, while 18% of consumers prefer online platforms like Amazon or brand-specific websites such as Huel.com.

Other purchasing locations include gyms or fitness centres (8%), coffee shops or cafes (7%), and home preparation, with 7% of consumers making their own functional drinks.

Monthly spend on functional drinks varies widely. A significant portion (35%) of consumers spend less than £5 per month. Meanwhile, 23% allocate between £5 and £10, 18% spend £11 to £20, and 9% exceed £20 per month.

There is a clear gender divide in spending habits. Women are more likely to spend less than £5 per month (43%) compared to men (27%). Conversely, men are more likely to be in higher spending brackets, with 20% allocating between £11 and £20 (versus 15% of women) and 10% spending more than £20 (compared to 8% of women).

Methodology: YouGov Surveys: Serviced provides quick survey results from nationally representative or targeted audiences in multiple markets. This study was conducted online on 11-12 February 2025, with a nationally representative sample of 2,106 adults in the United Kingdom (aged 18+ years), using a questionnaire designed by YouGov. Data figures have been weighted by age, gender, education and region to be representative of all adults. Learn more about YouGov Surveys: Serviced.

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