Functional Ingredients Trends: Global Market Overview

The rise of functional ingredients has been evident throughout various food categories in recent years. Given the health and wellbeing benefits associated with them, consumers and brands are both seeking and serving products that feature them. By encompassing positive functional ingredients in food and beverages such as protein, vitamins, and fiber has spearheaded innovation trends, brands are continually aiming to meet the expectations of shoppers seeking these ingredients in products.

Health and Wellbeing Are the Priorities for Consumers

Consumers across the globe are prioritizing their health and wellbeing when it comes to spending outside of their usual list of essentials. According to research by Innova Market Insights, 29% said that wellbeing is one of the most important personal values to them, ranking just below family, happiness, and freedom. With the exception given to the United Kingdom, where health and wellbeing rank fourth in priority, health and wellbeing are always in the top three priorities for consumers globally. More than three-quarters of consumers are looking for ways to consume healthier food and beverages in the past twelve months.

Health-boosting ingredients are driving consumers’ choices, with a quarter of consumers globally saying products that are high in nutritional value are an influential characteristic to help them feel well. Research has found that nearly the same amount choose food or beverages that boost healthy ingredients and allow them to eat healthily. This trend is evident with many products containing a source of healthy fats with high nutritional density, giving consumers a great source of calcium, iron, dietary fiber, and healthy prebiotics.

Protein claims in food and beverage launches are leading growth in functional food and beverage. Global packaged launches with an active health positioning have increased in the past few years, with high sources of fiber and protein dominating the claims for these products, reflecting broader ingredient trends toward nutrient density, clean label, and functional benefits.