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Sip. Chill. Repeat: Why stress-relieving drinks are exploding in growth

37% of adults report feeling stressed. That’s a higher incidence rate than physical pain (32%).1

In the US alone, adults feeling stressed more than doubles in comparison to the global average.2 With over 2bn stressed-out people worldwide and 200m in the US, it’s no surprise that functional beverages providing calming and mood-support benefits have emerged as the fastest-growing category, ahead of digestive health and protein support and on par with cognitive health.3,4

Overall, the functional beverage category is growing at a compound annual growth rate (CAGR) of 7.9%.5 More specifically, stress-supporting drinks are growing 19% annually, outpacing the category growth.4

Gen Z and millennials fuel functional beverage segment

The growth in the functional beverage segment is being fueled by Gen Z and millennials, with 75% or more consuming functional beverages regularly.6 For consumers within this segment who are choosing stress relief drinks, they are often motivated to do so because they are looking for alcohol-free ways to unwind at the end of their busy day, provide stress relief, and generally improve their mood.4,7

Around 30% of consumers enjoy these calming drinks on their own, almost as a self-care ritual.4 In social settings, nearly 65% of millennials are more comfortable choosing non-alcoholic drinks and functional beverages as alternatives.6 Consumers are not only actively choosing these alternatives, but they are also willing to pay more for beverages that support their health and wellness goals, including improved stress relief.6

Ashwagandha: The most versatile health and wellness ingredient

Known as an adaptogenic herb, Ashwagandha (Withania somnifera) contains withanolides, powerful bioactive steroidal lactones that reduce stress, improve sleep quality, boost vitality, enhance cognitive function, and support wellbeing.

This makes ashwagandha one of the most versatile health and wellness ingredients for brands to incorporate into their formulations. In fact, outside of magnesium and creatine, ashwagandha accounts for the highest dollar value and is one of the top five fastest-growing functional ingredients.8

However, until recently, ashwagandha ingredients have nearly been impossible to incorporate into functional beverages at a clinically-backed dose. If you are familiar with ashwagandha, some of the key challenges you’ve likely faced when formulating it into beverages include taste, dosage, and bioavailability.

Currently, most ashwagandha ingredients on the market have bitter undertones that can linger in the mouth for 30 to 60 seconds after you drink the beverage. Not only do they taste more earthy, but many require doses as high as 600mg to be efficacious. Consumers have made it clear: They want functional beverages, but not at the expense of taste, quality, or scientific credibility.

Award-winning ashwagandha ingredient for relaxation

Awarded ‘Food & Beverage Ingredient Idol’ winner in the Relaxation category at Supply Side Global, Shoden-R® is a first-of-its-kind extract that overcomes common functional beverage formulation challenges often associated with ashwagandha.9

It delivers clinically proven stress-relief health benefits at an industry-best 60mg daily dose.10 Shoden-R is highly soluble, odorless, and virtually transparent. It is also standardized to 35% withanolide glycosides, the most bioavailable form of ashwagandha.

Shoden-R

Alongside great taste, mouthfeel, and credible functional benefits, consumers also want fast-acting functional beverages that they can feel – be it focus, energy, or calm. This can be a tough ask, especially in a segment built around proactive health and wellness that promises benefits later and trust now.

Deeply understanding these challenges, Arjuna Natural, manufacturer of Shoden-R ashwagandha, standardized its high-potency ashwagandha extract to withanolide glycosides (rather than the traditional withanolide aglycones), developing a highly stable ingredient with improved bioavailability and long-lasting staying power.

These findings have been proven in a published, double-blind, crossover study. Shoden’s total withanolides reached 18 times the maximum concentration (Cmax), and stayed in the body four times longer (24 hours).11

Science-backed functionality at just 60mg

From stress-relief benefits to the first-ever women’s-only cortisol awakening response (CAR) study, Shoden has shown clinically proven benefits for stress, sleep, cognition, and energy in over a dozen published studies. Ashwagandha extracts like Shoden-R act on the body’s neural, immune, endocrine, and energy systems to build resilience against physical, emotional, and biological stressors.

Multiple clinical trials show that Shoden can significantly reduce cortisol levels, improve sleep quality, and promote emotional wellbeing. A 2024 study found that just 60mg of Shoden daily reduced cortisol by up to 66% over 60 days.10 In that same placebo-controlled, double-blind study, Shoden reduced anxiety by up to 59%, as measured by the Hamilton Anxiety Rating Scale (HAMA).10

Importantly, Shoden also demonstrated sustained activity in the body for over 24 hours, enabling consumers to enjoy convenient, once-daily dosing with a fast onset of action. Shoden-R is an ideal ingredient for functional beverages, chews, and gummies designed to support stress relief, sleep, and mental wellness.

Shoden Ashwagandha delivers benefits for formulators, brands, and consumers with clinically backed benefits to feel calmer, sleep better, and adapt faster at just a 60mg daily dose.

References

  1. Gallup. State of the world’s emotional health 2025: Connecting global peace, wellbeing and health.  
  2. The American Institute of Stress. What the latest reports say about stress in America.
  3. SPINS. 2026 state of industries: Natural, beverage, and supplements.
  4. Food Manufacture. Stress-relief drinks fuel next functional beverage boom.
  5. Mordor Intelligence. Functional beverages market size & share analysis - growth trends and forecast (2026 - 2031).
  6. EY. How intentional consumer choices are shaping the US beverage market.   
  7. BeverageDaily.10 top trends in functional beverages.
  8. SPINS. Refreshing the familiar: Innovation & growth in the beverage aisle.
  9. SupplySide Food & Beverage Journal. Bites of Brilliance: Celebrating the winners of Ingredient Idol 2025 – video.
  10. Mishra, D. N.; et al. Shoden promotes Relief from stress and anxiety: A randomized, double-blind, placebo-controlled study on healthy subjects with high stress levels. Heliyon. 2024; 10(17), e36885.
  11. Rathi, P.; et al. Randomized, Double-Blind, Crossover Study Comparing the Bioavailability of 4 Ashwagandha (Withania somnifera (L.) Dunal) Extracts in Healthy Adults Under Fasting Condition. Current Therapeutic Research. 2025; 103, 100805.