Imbibe Says AI, Identity, and Taste Shape Functional Beverage Trial and Repeat Purchase

Imbibe, a company providing flavor, taste modulation, color, and product development services to beverage brands, published a 9-page report in November 2026 arguing that artificial intelligence (AI) increasingly shapes functional beverage purchases before shoppers reach the shelf.¹ The company said trial is earned through a credible message before the first sip, while repeat purchase depends on how the product tastes.

What Consumer Trends Does the Report Cite?

Imbibe cited McKinsey data showing 84% of US consumers consider wellness an important priority. It also cited an EY survey in which 58% of respondents said they pay attention to the ingredients in the drinks they buy and 52% said they would pay more for drinks that support their health goals. Imbibe concluded that a functional claim alone is less likely to differentiate a product.

The report also cited a KFF poll in which 32% of US adults had used AI chatbots for health information in the past year; 65% of those users named fast answers as a major reason. In a Tebra survey of 803 consumers, 2% said they completely trust ChatGPT for health advice, and 74% trusted their doctor more.

Why Does Imbibe Say AI Affects Brands?

Imbibe pointed to a study in Science by Cheng and colleagues reporting that 11 leading AI models affirmed users’ actions 49% more often than humans did, and that 1 agreeable exchange raised participants’ confidence that they were right. According to Imbibe, the study addressed personal advice, not purchasing, but argued that the pattern could apply to product categories, so a shopper already doubtful about a category may have that doubt reinforced.

How Does Imbibe Suggest Approaching Different Shoppers?

Citing Euromonitor, Imbibe said 50% of consumers worldwide seek products that reflect their identity. The report described four illustrative personas, the Athlete, the Ritualist, the Tracker, and the Skeptic, and said a single universal claim is unlikely to reach all of them; Imbibe framed the opportunity as identifying which benefit matters to which shopper and leading with that message.

Using a magnesium beverage as an example, Imbibe suggested leading with a different message for each persona while keeping claims within established science. For the Athlete, that means emphasizing magnesium’s role in muscle function and energy production without promising performance gains. For the Ritualist, it means focusing on the evening routine and avoiding implied sleep outcomes, because, as Imbibe explains, sleep is not among magnesium’s established benefits. For the Tracker, it means highlighting the form and dose, while stating elemental magnesium on the label and respecting the 350 mg upper limit for supplemental intake. For the Skeptic, it means presenting the product as filling a dietary gap, which Imbibe said affects nearly half of Americans, without suggesting deficiency or treatment of a condition. Imbibe labeled the example as illustrative and not regulatory advice.

What Does the Report Say About Taste?

Imbibe said minerals, botanicals, and proteins often contribute bitter, metallic, or astringent notes, also noting that magnesium can taste bitter and metallic at functional levels. The company described its own offerings as ways to address those challenges, including taste modulators (SweetSense and NonSense), which it said also support sugar-like sweetness in reduced-sugar formulas, along with natural colors and sensory and regulatory support.

How Does this Report Connect to SupplySide Global?

Andy Dratt, Imbibe’s chief commercial officer, was among the speakers at a SupplySide Global 2026 session titled “The future of functional beverages: Exploration, personalization and smart hydration.” The session listing described plans to cover ingredient trends, compliance risks tied to frequent consumption and larger serving sizes, and botanical selection.²

References

1. Imbibe. Before the first sip: earning functional beverage trial in the age of AI. Imbibe Perspective report. November 2026. Accessed November 10, 2026.
2. The future of functional beverages: exploration, personalization and smart hydration. SupplySide Global 2026 session listing. Accessed November 10, 2026. https://attendees.supplysideshow.com/event/supplyside-global-2026-1/planning/UGxhbm5pbmdfNDQ0MjMxNQ==