In recent years, wellness brands have been steadily shifting their focus toward hemp beverages, positioning them as a natural fit for health-minded consumers seeking functional alternatives to alcohol, soda, or high-sugar energy drinks. The appeal lies not just in hemp’s association with relaxation and balance, but also in its alignment with broader consumer trends that prioritize plant-based ingredients, low-calorie refreshment, and functional benefits.
According to a 2024 report by Grand View Research, the global hemp-based food and beverage market is expected to reach nearly $8 billion by 2027, driven largely by consumers associating hemp with wellness and natural health. Unlike THC-infused beverages, which are still highly regulated, hemp drinks can legally contain hemp seed oil or cannabidiol (CBD) derived from hemp, provided they meet federal standards outlined in the 2018 Farm Bill. This has opened the door for mainstream wellness companies to experiment with hemp-infused teas, sparkling waters, and functional tonics without facing the same regulatory hurdles as cannabis products.
One of the primary reasons wellness brands are leaning into hemp beverages is consumer demand for stress relief and improved sleep without the side effects of pharmaceuticals or alcohol. The American Psychological Association reports that nearly 75% of adults experience daily stress, and consumers are increasingly turning to natural products that claim to support calm and focus. Hemp beverages, often marketed with adaptogens like ashwagandha or ingredients such as L-theanine, tap directly into this wellness narrative.
Another driver is the clean-label movement. Today’s shoppers scrutinize ingredient lists, preferring natural formulations over synthetic additives. Hemp fits comfortably into this space, marketed as a plant-based ingredient with centuries of use. A 2023 NielsenIQ survey found that over 39% of U.S. consumers are willing to pay more for products that contain functional or plant-based ingredients, creating fertile ground for wellness companies to innovate with hemp beverages.
The lifestyle appeal also cannot be ignored. Wellness brands view hemp drinks as a bridge between traditional health products and the social rituals of beverage consumption. Much like kombucha or cold-pressed juices, hemp-infused sparkling waters are often sold in sleek packaging, targeting consumers who want a functional beverage they can enjoy at social gatherings or post-workout sessions. For younger demographics, particularly Gen Z and Millennials, hemp beverages provide an alternative to alcohol that is perceived as healthier and more aligned with their wellness goals.
Regulation, however, remains a factor. The U.S. Food and Drug Administration has not formally approved CBD as a food or beverage additive, creating a gray area that brands must navigate carefully. Despite this, state-level allowances and the rapid growth of functional beverage markets suggest hemp beverages are not just a passing trend but a long-term category play.
Wellness brands see hemp drinks as a way to meet modern consumers where they are: seeking balance, function, and clean ingredients in every sip. Whether marketed for calm, recovery, or daily wellness, hemp beverages are becoming an anchor in the evolving functional beverage landscape.