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Thought Leaders
The Rise of the Self-Care Drink
24/07/2026
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24/07/2026
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Adam Clarkson, founder and chief growth officer at Trouble Maker reveals what the TM100 tells us about one of Britain’s fastest-growing challenger categories
Twenty years ago, ‘looking after yourself’ probably meant going for a run. Ten years ago it meant downloading Headspace or giving intermittent fasting a crack for the customary three and a half weeks
But today?
It might mean drinking a can of sparkling water infused with magnesium, CBD, adaptogens, ceremonial-grade matcha or a wide variety of other important-sounding and game-changing vitamins
Welcome then, to the age of the Self-Care Drink
Coincidentally, today (24th July 2026) marks International Self-Care Day, and whilst the day itself might not be on everyone’s calendar, the movement certainly is. FoodManufacture.co.uk reported in May that the UK’s functional drinks market has now surpassed £100 million, fuelled by consumers looking for beverages that promise something beyond simply quenching thirst. Whether it’s calm, focus, gut health, energy, recovery or simply fewer regrets than last night’s pint, we’re increasingly expecting our drinks to do more. It probably helps when the CEO of a CEO podcast about CEOs is also chastising himself for drinking three glasses of wine (no comment on said podcaster’s open declaration of investorship in the brand Huel).
Brands like DASH, TRIP, PerfectTed and TENZING aren’t just selling refreshment anymore, they’re selling a better version of tomorrow morning
A Challenger Category In Every Sense
What’s fascinating isn’t simply that these brands are growing, it’s how they’re growing… every one of them has arrived by challenging category conventions
- DASH looked at wonky fruit that supermarkets rejected and turned it into a positive.
- TRIP made ‘calm’ aspirational rather than sleepy (despite the odd run-in with the ASA over calm claims)
- TENZING challenged the idea that energy has to come from fluorescent liquids and laboratory chemistry.
- PerfectTed has made ceremonial-grade matcha feel accessible rather than intimidating.
- And HUEL didn’t even call itself a drink (NB. It’s called a meal).
They’re not just creating products; they’re redefining what a drink can be, and the clout of this burgeoning category is reflected in the number of brands that have featured prominently in the TM100, our study of Britain’s favourite challenger brands (A study through the eyes of consumer opinion, not just what our industry ordains a challenger)
But when we isolated the people who rated these brands highly, something even more interesting emerged…
Meet Britain’s Self-Care Challengers
If you were asked to picture the typical self-care consumer, who comes to mind?
Our data suggests that when it comes to drinks specifically, self-care is less dominated by young females…
For a category often wrapped in the aesthetics of wellness, mindfulness and self-care, 61% of the audience who champion these brands were male. 25–34-year-olds also over-indexed markedly, with almost double the representation in this age group versus our nationally representative sample
The self-care drinks lovers in our study were also
- More than twice as likely to describe themselves as highly rebellious than the average Brit.
- Far more likely to follow multiple creators and influencers, with 58% doing so versus 42% nationally.
- 67% say they’re more likely to buy challenger brands, one of the highest scores anywhere in the TM100.
- And perhaps most tellingly, 76% believe brands play things too safe with their advertising.
In other words: These consumers don’t just want healthier drinks, they want healthier brands… brands with personality. With attitude. Those willing to challenge convention, play in new media spaces, and make a little trouble
Which is interesting because in our decades-long experience across multiple drinks brands, categories and products, the temptation is often to think about ingredients first…. Magnesium. CBD. Adaptogens. Protein. Electrolytes. Phytonutrients
But those are just features. What is really being purchased is identity
These brands quietly signal something about the person holding the can: “I’m looking after myself”, “I’m curious”, “I don’t just buy whatever everyone else buys” or “I’m choosing differently”
That mindset is exactly what challenger brands can profitably trade on
A Much Bigger Opportunity
The drinks themselves may be (relatively) new, but the audience isn’t
Across the TM100 we repeatedly found that Britain’s most challenger-minded consumers actively seek out brands with distinct personalities, clear beliefs and fresh ways of behaving
They’re also the people most frustrated by safe advertising
Perhaps that’s why this category feels so culturally alive right now
Whilst many traditional soft drinks continue to fight over flavour variants and celebrity endorsements, this new generation is creating conversations around purpose, rituals, routines and wellbeing
They’re building communities rather than campaigns
And in doing so, they’re expanding the category altogether
There’s Plenty More In The Can
The audience behind the UK’s self-care drinks boom is one of the most distinctive consumer groups we’ve analysed within the TM100
This article barely scratches the surface
We’ve also explored their media habits, motivations, purchasing behaviours, challenger mindsets and the specific brand behaviours they respond to most strongly, as well as the other challenger brands they gravitate towards
For brands already operating in this space, or those wondering whether they should be – we think there’s a huge amount to learn
If you’d like to explore the data further, or simply chat about where this fascinating category might head next, we’d love to hear from you
Drop me a line at [email protected]
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