Relaxation drinks surge as formulators wrestle with masking bitter calming actives
Trade coverage frames relaxation beverages as a fast-growing functional segment riding stress and sober-curious tailwinds. The catch: formulators must mask harsh-tasting botanicals and adaptogens while keeping sensory cues aligned with a calming brand promise—an execution bar that will separate scaling brands from shelf casualties.
Trade piece on the relaxation beverage category, a fast-growing functional drinks segment driven by stress, anti-alcohol shift, and functional ingredients. Highlights the formulation challenge of masking difficult ingredients while reinforcing calming sensory positioning.