A focus on holistic contributors to overall health like stress management, sleep and brain health are the top growers in food and drink products. Mood benefits are cropping up across foods and drinks and in some less conventional spaces like nut
butters or cereal.
Category innovation will need to cater to interest in evergreen health and wellness concepts by encouraging frequent consumption for long-term benefit. These efforts can be balanced by innovation that plays to interest in trendy health and wellness concepts that provide immediate or short-term benefit.
MAKE CONSUMPTION INTENTIONAL
Connecting functional claims to broader and even preventative health measures will afford consumers a sense of empowerment in their routine wellness efforts. Educating users on health and wellness benefits can create intentionality among users to incorporate ingredients into their daily diet.
MAINTAIN FLAVOR FIRST STRATEGY
Functional food and drink marketers can’t rely on functional benefits alone to gain acceptance. Taste will be the primary driver of consumption. Successful products will underscore flavor with cultural/ethnic influence, convenience, wellness, trendiness or cost to add value and influence choice.
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Current and emerging trends in Functional Ingredients
What food and beverage products provide health benefits
The importance of taste in wellness products
Which food and beverage applications have the most flavor innovation
The health functions and benefits of ingredients
*Unless otherwise noted, the base for all survey data in this report is 2,000 internet users aged 18+. Source: Kantar Profiles/Mintel, December 2022.