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?

The days when just eating a bowl of granola counted as good gut health are long gone. The global market for digestive health products is growing rapidly, but given that it’s a complex topic informed as much by pseudoscience as by rigorous research, how are people making sense of the category?

The pandemic has shifted Americans’ drinking habits, leaving them looking for healthier alcoholic beverages. Sunboy is responding to this demand with a line of spiked coconut waters, giving people the chance to feel better about their drinking habits with a beachside cocktail in a can.

Ness has released a credit card that replaces air miles with ways to earn health and wellness-focused rewards. The card makes it easy to earn these perks, meaning holders don't have to change their spending habits to reap the benefits – helping them seamlessly meet their wellness goals.