Why Consumers Abandon Functional Beverages After Week One
February 3, 2026
The functional beverage market is everywhere, with energy drinks, gut-health beverages, focus enhancers, immunity boosters, and more. Many of these products launch successfully and enjoy strong early adoption. Yet a significant number experience functional beverage failure immediately after the first week of consumption. This article explains why consumers disengage so quickly, what changes between day one and day seven, and