Chias Brothers » It’s no longer just about quenching thirst or flavor – functional beverages are on the rise.
It’s no longer just about quenching thirst or flavor – functional beverages are on the rise.
The functional beverage segment in Poland is growing dynamically, although individual categories are evolving in different directions and at different paces. For example, shots are maintaining a stable position, which stems from their specific characteristics.
According to Wojciech Orlicki, analyst at CMR, functional beverages have been gaining popularity in Poland in recent years, recording significant year-on-year sales growth. In terms of value, retail sales of these beverages increased by 45% in 2024 compared to 2023, and by 52% in volume. Nevertheless, it remains one of the smallest categories within non-alcoholic beverages.
Source: CMR
Functional beverages, in terms of value, perform best in small-format stores (up to 300 m²). In 2024, 56% of the category’s value was generated in this channel, with customers choosing from 14 variants (compared to 12 in 2023).
CMR divides the functional beverage category into several subcategories: energy water, vitamin water, shots, vitamin energy formulas, teas, and other functional beverages. The highest availability in small-format stores is for vitamin water, with a numeric distribution of 84% in 2024.
In small-format stores, functional beverages follow similar market dynamics as the overall category, with value sales up by 46% and volume sales up by 51% in 2024 vs 2023. However, each subcategory is evolving differently.
Vitamin water and functional teas grew in volume by 67% and 40% respectively in 2024 compared to 2023. The shots segment is developing much more slowly, with volume growth of just 10%, which may be due to a 16% increase in price per liter. Consequently, shots lost 1.2 percentage points in value share within the functional beverages category. Meanwhile, the average price of functional teas dropped by 8% during the same period, says Wojciech Orlicki, analyst at CMR.
According to CMR, the most popular functional beverage sizes range from 100 ml to 555 ml, accounting for 90% of the category’s value in 2024. The smaller formats up to 200 ml belong mainly to the shots segment, typically sold in plastic or glass bottles, or cans.
Notably, the energy water segment experienced spectacular growth — volume up 690% and value up 486% in 2024 vs 2023. Still, it remains the smallest subcategory within functional beverages, accounting for around 1% of both volume and value shares in 2024. It is also available in a very limited number of small-format stores — numeric distribution in 2024 was only 12%. In 2023, energy water held only about 0.2% of the functional beverage market by volume and value. Its average price per liter decreased by approximately 26% year-on-year, according to Wojciech Orlicki.
Functional beverages through the eyes of practitioners
The functional beverage segment in Poland is growing dynamically, although each category is evolving in different directions and at different speeds. For example, shots maintain a stable position due to their specific nature.
Consumers are increasingly choosing these products because they are convenient and offer specific health benefits – such as supporting immunity, energy, and recovery.
We predict further growth in demand for beverages that provide added health benefits, including energy support, cognitive function enhancement, and improvements in skin, hair, and nail condition.
Our most popular categories include energy shots with ginger and high vitamin C content, which serve dual purposes: delivering a natural energy boost and supporting the immune system. We also offer regeneration shots for post-party recovery and beauty shots with collagen.
Our portfolio includes over 30 innovative products, carefully developed to meet diverse consumer needs.
We actively monitor trends and analyze opportunities to expand our offering. Chias Brothers Europe is currently focused on the development and distribution of functional shots under the Welsom and Funady brands, but we do not rule out broadening our portfolio in the future.
Trends change rapidly – some fade quickly, others return after a long time, and some stay for years. The key is to understand these shifts in order to create products that truly meet customer needs.
The popularity of shots points to a strong trend toward fast and convenient solutions. Key factors include growing health awareness, the need for on-the-go formats, and premiumization – consumers are looking for high-quality, effective products. This confirms that these products address universal needs, and consumers make choices based on the specific benefits they offer.
Social media and influencers play a major role in shaping consumer trends, particularly in the health and beauty space. Skillful use of these channels can significantly strengthen a brand’s market position.
The market will continue to grow, but customers will become more demanding — quality, efficacy, and clear value communication will matter most. Brands that focus on authenticity and innovation will gain a competitive edge.
Junior Marketing Specialist and Clinical Dietitian with a strong interest in healthy nutrition and personalized dietary planning. Passionate about creating demanding, goal-oriented diets and exploring new cultures through travel.
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