Functional Beverage Market Expands with Protein and Creatine Innovations

The global ready‑to‑drink protein beverage market, valued at USD 1.96 billion in 2025, is projected to reach USD 3.06 billion by 2031, growing at a 7.7% annual rate. Consumer demand for protein‑rich, convenient drinks is rising, especially among Generation Z, with 66% of Colombians reporting supplement use in the past six months. Tetra Pak Andina’s marketing director noted a shift toward plant‑based proteins such as pea, soy and sunflower, reflecting broader preferences for sustainability and functional nutrition.

In parallel, Spanish company Eiralabs launched Bloom & Rise Essential Tone, a functional hydration formula that places creatine at its core, combined with marine mineral extract Simag15™ and vitamin C. The product aims to support cellular energy, muscle function and electrolyte balance for everyday wellness, illustrating the move from sport‑only electrolyte drinks to broader health‑focused beverages.