Functional Shots Market Size, Share & Trends Analysis Report By Product (Energy, Immunity, Detox), By Distribution Channel (Hypermarkets & Supermarkets, Convenience Stores, Online), By Region, And Segment Forecasts, 2020 - 2027

Report Overview

The global functional shots market size was valued at USD 369.3 million in 2019 and is expected to expand at a compound annual growth rate (CAGR) of 13.4% from 2020 to 2027. Over the past few years, consumers have emphasized the taste, ingredients, and functionality of the modern-day beverage. This trend has led to rapid growth in the production and development of concentrated nutritional concoctions. These shots generally include ginger, onion, garlic, horseradish, black pepper, habanero peppers, spirulina, reishi mushrooms, moringa, and seaweed. The demand for effortless, convenient, and affordable wellness is expected to expand the scope of functional shots over the next few years.  

Initially, the product was in demand among a group of niche natural shoppers who were aware of the product's health benefits and value compared to fresh-pressed juice shots. Price also played a crucial role in influencing customers to buy functional shots over regular fruit juices that are sold for a much higher price at boutique stores. The spread of COVID-19 has acted as a game-changing phenomenon for the industry. A large number of consumers have been seeking immunity-boosting products amid the ongoing coronavirus pandemic, leading to the rapid adoption of the product.

These products are made to offer maximum convenience. These are not only ready for consumption but also provide easy storage. Many of these functional shots direct their storage in cold places. However, some modern-day products can be easily stored at room temperature without hampering the product composition. In September 2019, Tasty6 launched a line of non-refrigerated wellness shots. These target energy, immunity support, and relaxation. These are a combination of 6 tastes: sweet, sour, salty, spicy, bitter, and astringent.

Product launches have been playing a crucial role in market growth. The players have been innovating products that address some of the most vital health issues. In October 2019, Bolthouse Farms launched carrot-based functional shots that are available in various forms. These are designed to efficiently deliver a nutritional boost and address a large number of problems. For instance, immunity shots are composed of acai and oregano oil, a metabolism shot contains cayenne and caffeine, a digestion shot, which has probiotics, and apple cider vinegar, and an energy shot, which has caffeine from coffeeberry.

Product Insights

Energy shots dominated the market and accounted for a revenue share of more than 40.0% in 2019. This is attributed to a large number of product launches leading to wider penetration among consumers. In March 2020, Vive Organic launched two varieties of 100% organic functional shots under the brand names, Electro Restore and Energy + Focus. The company claims that these shots contain more electrolytes compared to premium sports drinks. Furthermore, such products are considered to be rich in magnesium and trace minerals. The Electro Restore shot contains apple juice, lemon juice, blue spirulina, Hibernian kelp, organic Ginseng, pink Himalayan sea salt, and ginger root. It is free of all kinds of additives and sugar.

The immunity shots segment is expected to register the fastest CAGR of 14.2% from 2020 to 2027. The spread of the pandemic has drawn consumers' attention to immunity across the world. Manufacturers have also been involved in fulfilling these demands. In February 2020, Reed's, Inc. launched two varieties of shots based on ginger, namely, Daily Ginger and Ginger Energize. Ginger is known to contain anti-inflammatory and antioxidant properties that reduce inflammation, soothe digestive issues, enhance immune health, and ultimately benefit overall wellness.

Distribution Channel Insights

Convenience stores led the market and accounted for a revenue share of more than 35.0% in 2019. In most convenience and drug stores, these products are either placed along with body supplements or placed next to the cash counter to leverage impulse buying.

The online segment is expected to register the fastest CAGR of 14.7% from 2020 to 2027. A large number of companies have been launching their products online. In September 2020, BOS Brands launched a new range of functional rooibos-based health shots that are readily available on the BOS online store and Amazon. The rooibos-based health shot is available in four varieties, including “Bounce Back”, “Chill Out”, “Let it Glow”, and “Gut a Problem?” Each shot is 1.7 fluid ounces and contains brewed organic rooibos, functional ingredients, and natural fruit juice, thus making it healthy.  

Regional Insights

North America held the largest revenue share of over 35.0% in 2019. The region has been experiencing several strategic movements from the manufacturers of functional shots to leverage the market growth boom. For instance, in March 2020, ATAQ Fuel launched the Functional Performance (RTD) Boosters line. The product line features RTD Shots in three flavors: pineapple, mango, and lime berry. The pineapple flavor is meant to boost power and endurance. The mango flavor increases energy and focus. Lastly, lime berry boosts immunity.

Asia Pacific is expected to register the fastest CAGR of 14.7% from 2020 to 2027. The large millennial population, increasing household income, and growing awareness regarding physical wellness in countries, including China, Japan, India, and South Korea, are expected to drive the regional market.

Key Companies & Market Share Insights

Major market players have been leveraging the spread of the pandemic to enhance the sales of their products. In March 2020, Ethan Hirshberg rebranded its product by improvising its packaging. The products are brighter in color and the benefits of each product are mentioned on the packaging. This strategic rebranding has created strong communication among its customers. The products are available to mass, convenience, and drug stores and are sold at USD 4 for a 2-ounce bottle. Some prominent players in the global functional shots market include:

• Living Essentials Marketing, LLC

• EBOOST

• Kuli Kuli, Inc.

• Royal Pacific Foods

• PepsiCo, Inc.

• AriZona Beverages USA

• Kudu Energy LLC

• Hawaiian OLA

• LXR Biotech, LLC

• Hardcell LLC

Functional Shots Market Report Scope

Segments Covered in the Report

This report forecasts revenue growth at the global, regional, and country levels and provides an analysis of the latest industry trends and opportunities in each of the sub-segments from 2016 to 2027. For the purpose of this study, Grand View Research has segmented the global functional shots market report on the basis of product, distribution channel, and region:

• Product Outlook (Revenue, USD Million, 2016 - 2027)

  • Energy

  • Immunity

  • Detox

  • Others

• Distribution Channel Outlook (Revenue, USD Million, 2016 - 2027)

  • Hypermarkets & Supermarkets

  • Convenience Stores

  • Online

  • Others

• Regional Outlook (Revenue, USD Million, 2016 - 2027)

  • North America

    • The U.S.

  • Europe

    • Germany

    • The U.K.

    • France

  • Asia Pacific

    • China

    • Japan

    • India

  • Central & South America

  • Middle East & Africa