The pandemic super-charged Americans’ interest in functional drinks as fears of contracting COVID-19 prompted many to seek simple ways of taking control of their health. But what specific functionalities are they looking for, and which new beverage categories best respond to their needs?

PepsiCo is entering the cannabis-infused drinks category by releasing energy drink Rockstar Unplugged. Focusing on tackling mental fatigue, the beverage is looking to capture people who place a greater emphasis on the functional benefits of the food and drinks that they consume.

Motivated by health and wellness, and turned off by an old-fashioned binge drinking culture, Gen Yers are drinking less and on the lookout for drinks that provide a buzz, but don’t leave any regrets the next day.

Starbucks is trying to eliminate disposable cups from its stores, opting instead for personal reusable mugs and ‘rent a cup’ programs. With an established value-action gap when it comes to making sustainable purchases, people want brands to nudge eco behaviors by simplifying ethical decision-making.