The functional beverages market is going through one of its most dynamic periods in recent years, and “functional” water has quickly become a star product in supermarkets and online stores. From vitamin- and electrolyte-enriched water to variants containing collagen or molecular hydrogen, producers promote these products as solutions for energy, superior hydration, and even slowing down the aging process. However, specialists say that many of these commercial claims are insufficiently supported by scientific evidence.

The concept of functional water is not new, but the segment’s rapid expansion has been driven by global wellness and biohacking trends. In particular, molecular hydrogen water is heavily promoted for its antioxidant effects. Some preliminary studies suggest that molecular hydrogen may reduce oxidative stress under certain conditions, but the scientific community does not yet consider the evidence strong enough for clear medical recommendations.

The same applies to collagen-infused waters. Nutrition specialists point out that ingested collagen is broken down into amino acids during digestion, and its direct effect on skin or joints remains difficult to quantify. Moreover, many products contain relatively small amounts of active ingredients, yet are marketed at prices several times higher than regular water.

In Europe, regulatory authorities are more cautious than in the United States regarding health claims. The European Food Safety Authority (EFSA) imposes strict standards on nutritional and medical messages displayed on labels, precisely to prevent misleading consumers.

Nevertheless, the market continues to grow rapidly. Younger consumers are attracted to products that combine hydration with the idea of physical and mental performance. In Romania, interest in functional beverages is also driven by the broader trend toward “premium” food and products associated with a healthy lifestyle.

However, specialists recommend caution. For most healthy individuals, proper hydration can be effectively achieved through regular water and a balanced diet. In the absence of extensive and independent clinical studies, many of the benefits promoted for functional water remain more of a marketing tool than a medical certainty.

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