Functional beverages: How to stay immune to the competition The global functional beverage market was worth $102bn in 2020, and growth is predicted at a CAGR of 3.2%, but how can brands make their products stand out in an increasingly crowded market? Kerry has launched a whitepaper outlining this huge opportunity in functional beverage innovation, pointing out that the European functional beverage market worth $16.9bn, and a predicted CAGR of 4.1% (Euromonitor passport 2020). The report notes that there are several factors driving growth with one obvious trend being the growing consumer interest in wellness caused by the pandemic. And what's the big health claim on everyone's lips?