Given the growing prevalence of nutrition-related diseases (obesity, type 2 diabetes mellitus) in the Russian Federation, medical community and producers of functional and specialized products have been increasingly focused on the category of soft drinks positioned as healthy. This study aimed to identify the key drivers of consumers' choices of soft drinks marketed as healthy. The sample consisted of urban residents (Moscow) aged 18 and above. In June–July 2025, we invited 144 respondents to fill out an online survey and analyzed relevant regulatory documents published in 2023–2025. Five leading drivers of choice were identified: taste (80%), ingredients and naturalness (71%), price (53%), functional effect (51%), and purchase convenience (38%). It was found that the gravity of the price factor is inversely correlated with the respondents' income level (χ² = 15.3; p = 0.0047). The results of this study confirm that beverage choices are largely driven by hedonic motivations and subsequently rationalized through health-related justifications. Successful integration of functional beverages into consumer practices requires adaptation to the system of consumer rituals and taste expectations.