The Functional Powder BOOM is here 2025
07/05/25, 13:45
When I started Black Label Creations in 2017, the supplement industry was still largely dominated by sports nutrition products—protein shakes, bars, meal replacements, and pre-workouts.
At the time, plant-based was the new buzzword, and sustainability was the shiny new badge. And anyone working with plant-based proteins knew the struggle: gritty textures, earthy notes, and flavour challenges. The brands that thrived were the ones who cracked the taste code.
Fast forward to today, the plant-based hype has quieted.
So, what’s next?
Welcome to the age of Functional Powders.
In the early days, “functional powders” just meant pre-workouts or BCAA blends. A few greens powders and reds blends were floating around, but nothing revolutionary — until Athletic Greens AG1 came along.
They changed the game.
A reinvented greens blend. A premium, all-in-one wellness powder, beautifully branded, delivered in sleek packaging with a shaker and a subscription model. It wasn’t just a supplement, it was a daily lifestyle product.
Since then, this model has continued to evolve.
With sophisticated META targeting and a more informed consumer base, brands can now develop bespoke functional powders, each tailored with specific attributes to deliver targeted benefits, and market them directly to niche audiences through high-converting funnels.
Today, we’re seeing a wave of targeted products all within the functional powder space:
✨ Age-defying collagen & hyaluronic acid blends
🧠 Brain-boosting adaptogenic or creatine blends
🦠 Gut health blends with probiotic + prebiotic synergy
😴 Sleep & calming blends to unwind and recharge
🛡️ Immunity blends for daily defence
🧬 Longevity blends targeting cellular health & aging
💧 Hydration & performance blends for everyday endurance
💪 Joints, bones & mobility bends for everyday health
🌸 Menopause & hormonal health blends for balance and support
The functional powder space is no longer a trend, it’s the next category wave & the industry e-commerce gurus are taking advantage.
When done right, these products are highly efficacious thanks to high daily dosages, financially robust with strong margins, easy to ship, with a price point that fits perfectly within the online subscription model.
It’s a powerful hero product that’s fuelling the next generation of online wellness brands.
If you’re building a wellness brand or formulating your next functional powder, give us a shout over at Black Label Creations and let's make it happen 🚀