Beyond aspirin and Gatorade… So-called functional food and beverages like vitamin-packed energy drinks, electrolyte-boosted water, and spirulina powders are booming, including a niche in the category: products that claim to cure hangovers and counter the effects of boozy brunches. The market for supposed hangover remedies was valued at $2B last year, and is predicted to grow 15% yearly.
Options: Such anti-hangover products include powders like Liquid IV and bevs like Pedialyte, patches like The Good Patch, and tablets/capsules like Blowfish. Not to mention hangover IV services, some of which cost $1K a jab.
Different approach: There’s hype and skepticism for Safety Shot, which claims to lower people’s BAC. Its stock has climbed 1,000% since it was acquired by Jupiter Wellness in July, and the shot hasn’t even gone on sale yet.
On shaky ground… Most hangover-targeted products are unproven, falling under the category of “nutraceuticals” or dietary supplements, whose health-benefit claims aren’t established. They don’t usually get FDA approval before being sold to the public. But regulators can step in when they deem the products unsafe.
The FDA sent warnings in 2020 to seven companies that claimed their products cured or otherwise remedied hangovers — saying that the only cure is to drink less.
An advertising watchdog in New Zealand recently filed complaints against companies making similar claims, while Singapore’s health agency (btw, Asia is the niche’s most lucrative market) has said there’s no single cure for hangover symptoms.
The placebo effect sells… Whether “functional products” actually work is often debated. Health professionals and scientists remain skeptical at best. Still, plenty of consumers are snapping up quick fixes to address their ailments. From calm-inducing chocolates and CBD drinks to collagen powders and focus gummies — and Goop’s * checks notes * shame-preventing essence blend — buying “solutions” can feel like a solution in itself.