The Future Is Functional - Why Natural, Biohacking, and Beverage Innovation Matter in 2025

By Matthew Eaton
Chief Beverage Officer, Sēkwl Beverage House

I just finished digging into the SPINS 2025 Industry Update, and it feels like it was written for the kind of work we’re doing at Sēkwl. The report makes one thing crystal clear: natural and wellness products aren’t just a trend. They’re leading the way across every single channel. From grocery and multi-outlet to convenience. Shoppers are showing with their wallets that they want products that do more for them.

What really caught my attention in the report is that three of the top five innovation categories are in beverages. Energy and sports drinks, kombucha and other functional beverages, ready-to-drink teas and coffees… they’re all exploding. And it makes sense. Beverages are the easiest way for people to add something functional into their day without changing their routine. We all drink to hydrate our bodies. The real question is what do we want those drinks to do for us?

At Sēkwl, we think sparkling water should be more than bubbles. It should recharge you after a workout, help you reset during a busy afternoon, or give you a moment of calm at the end of the day. If your drink can work harder for you, why settle for less? We think more people will be asking these questions as they experience more functional beverage brands, and we sure hope they do because Sēkwl has the perfect product to help provide function.

Another big theme SPINS calls out is biohacking. People aren’t waiting around for generic health advice anymore. They’re strapping on wearables, tracking their own data, and experimenting to see what really works for them. That mindset is changing what people expect from food and drinks. Transparency matters. Functionality matters. “Organic” isn’t just a nice-to-have anymore. It’s a baseline. And for the record, all of our ingredients are already organic, and we are working on our organic certification to prove it.

But here’s the part I find most exciting. SPINS says the next frontier is linking functional foods and ingredients to specific health trends. Think weight management, healthy aging, and personalized nutrition. That’s where the big opportunities lie. And that’s exactly what we’re trying to do with Sēkwl. Every can is designed with a purpose. In some of our beverages, you’ll find Lion’s Mane for focus, Reishi for stress support, or Chamomile for calm. We want people to feel the difference.

If you’re a retailer or an investor, the lesson is simple: growth is happening where ritual meets function. A drink that tastes good but doesn’t do anything won’t cut it anymore. And a drink that works but doesn’t taste great won’t stick around. The magic is in doing both, and Sēkwl is up to the task.

That’s what excites me about the road ahead. The report is confirmation that beverages are leading the charge in wellness and is proof that we’re on the right path at Sēkwl. We’re here to make functional, mushroom-powered, all-organic sparkling waters part of people’s everyday lives. And honestly, we’re just getting started.