Chias Brothers » CEO of Chias Brothers Europe: the functional beverages segment is growing the fastest in our country
CEO of Chias Brothers Europe: the functional beverages segment is growing the fastest in our country
Functional beverages are a high-growth category that significantly increases basket value. Consumers are willing to pay more for products that support immunity, focus, or recovery, which directly translates into higher value margins, says Maciej Mikołajczak, founder and CEO of Chias Brothers Europe.
Functional food refers to products that go beyond delivering basic nutrients — they offer additional health benefits. They may support immunity, improve digestion, enhance focus, or help with recovery.
Today, more and more people are paying attention to what they eat, seeking products that not only taste good but also bring tangible health benefits. This trend is clearly visible in Poland.
Interestingly, Poles are European leaders in dietary supplement consumption. Studies show that nearly 89% of Polish consumers take some form of supplements – a level much higher than in Germany or France. This clearly shows that people don’t just want to eat or drink; they want their diet to actively support their health. We are a nation very open to innovative and functional products, which is why the supply of such items is growing rapidly. Functional products can now be found even in traditional categories like meat or chocolate.
What’s happening in the global functional food market, and how does Poland fit into this trend?
The global functional food market is booming. In 2023, it reached a value of $252 billion, and it is projected to grow to $422 billion by 2028 – an annual growth rate of around 11–12%. This dynamic development is fueled by rising health awareness, increased focus on both physical and mental wellbeing, and a growing demand for convenient, ready-to-consume dietary solutions.
While countries like the USA and Japan set the trends, Poland is quick to adopt them. The functional beverage segment is growing the fastest here – products enriched with protein, prebiotics, electrolytes, nootropics, or immunity-boosting ingredients are gaining massive popularity. People want solutions tailored to their lifestyle: intense work, sports, recovery, and mental wellbeing.
Does the European Union regulate the definition of functional food?
The European Union doesn’t provide a strict definition of what functional food is – unlike, for example, sustainable food. However, this doesn’t mean there’s a lack of regulation. EU rules concerning health claims and novel food are very specific and require solid scientific evidence proving the effectiveness of ingredients.
Every health claim must go through a verification process by the European Food Safety Authority (EFSA). This creates challenges, but it also ensures high product quality on the market. While it may slow down innovation, it builds trust in the functional food category. Manufacturers must prioritize transparency and proven efficacy, which ultimately benefits the consumer.
Which segments of functional beverages are growing the fastest?
We see several key trends. A new generation of energy drinks – sugar-free and made with natural ingredients – is developing rapidly. Consumers are looking for healthier alternatives to traditional energy drinks. They still want stimulation, but without artificial additives or excessive caffeine.
Similarly, isotonic and electrolyte drinks that support hydration and recovery are gaining attention. High-protein drinks are also breaking out of the sports world and reaching a broader audience — they’re no longer just for athletes but have become part of the daily diet for physically and professionally active individuals.
There’s also rising demand for beverages that support focus and reduce stress — those with nootropics, adaptogens, and L-theanine. This is a response to the fast pace of modern life and the need for mental wellbeing. People are looking for products that help them be more effective at work and in daily life, without turning to classic stimulants that can have side effects.
After the COVID-19 pandemic, the immunity-supporting drinks segment has also seen steady growth. Consumers are increasingly seeking products enriched with health-promoting ingredients, driving this category forward.
What products will dominate store shelves in 2025, and how is Chias responding to these trends?
We believe demand for functional beverages will continue to grow dynamically. We believe in convenient, easy-to-consume products that deliver the benefits consumers care about. We believe in ingredients that are proven and well-researched.
For years, we’ve focused on providing functional shots. We’re consistently expanding our portfolio to meet a range of needs – from boosting focus to supporting recovery and strengthening immunity. Our products combine effectiveness, modern ingredients, and convenient packaging — all aligned with the fast-paced lifestyle of today’s consumers. We strive to make our shots not only effective but also convenient and price-accessible.
How can retailers maximize sales in the functional beverage category? Which merchandising strategies work best?
Retailers looking to increase functional beverage sales are applying several proven tactics. Most importantly, they present a full range of functional products in one place, making it easier for consumers to understand that this store section is designed for technical/functional solutions. This approach also allows shoppers to choose the right product for their current needs.
A good example is Biedronka, which created a dedicated shelf for protein products. It’s clearly marked and thoughtfully arranged — from afar, consumers can see this is a well-curated section. As a result, the shopper feels like they’re choosing from a quality assortment, not a random mix.
When a dedicated section isn’t possible, retailers create attractive secondary placements, offer functional products near the checkout for impulse buys, or cross-merchandise. For example, our “Drink #BEFORE and #AFTER Party” products perform very well near the alcohol section.
Effective promotion through retail media increases awareness and drives foot traffic to stores. Thematic promotions – such as seasonal offers – also work well. For instance, in winter, placing immunity-boosting drinks near the vitamin supplement section can encourage purchases.
Why should functional beverages be a key category for retailers in 2025?
Retail chains in Poland are clever and quick to adapt to consumer needs, so they’ll respond to growing demand.
Functional beverages are a high-growth category that genuinely increases basket value. Consumers are willing to pay more for products that support immunity, focus, or recovery – directly translating into higher value margins.
For retailers, it’s also an opportunity to build competitive advantage through private label offerings. Consumers are increasingly choosing functional private label products – as long as they offer good value for money.
Retailers must also cater to seasonal consumer needs. In fall and winter, immunity shots with vitamin C and zinc sell best; in summer, hydration drinks with electrolytes dominate. Well-planned seasonal displays maximize sales and boost customer loyalty.
Passionate about emerging marketing trends, especially in the health and functional food industries. A travel enthusiast and devoted cat lover, she brings creativity and insight to content strategy and brand development.
Dodaj komentarz