“Functionality in food and drink has found its place within consumer routines, and curiosity in how diets can further support both physical and mental health is high, particularly among younger consumers. Increased emphasis on improving lifestyle habits and the definition of wellness on a personal level has left plenty of room for food and beverage innovation to meet consumers’ needs where they need it most. Functional food and drink will play a powerful role in consumer desires to build up immunity, manage daily stresses and incorporate ingredients that will support long-term health.” — Alyssa Hangartner, Mintel
BALANCE THE PHYSICAL AND EMOTIONAL SIDES OF HEALTH
Consumers expect a lot from their diets and are seeking out food and drink that support both mental and physical health. The prioritization of all aspects of wellness creates opportunity for specialized functional innovation.
LEAN INTO FUNCTIONAL INNOVATION TO SUPPORT NEW WELLNESS PRIORITIES
Usage of functional products has significantly increased over the course of just a year. The events of the past year have had a lasting effect on functional product usage and interest, and consumers gravitated to products offering immunity support and stress relief benefits.
POSITION FUNCTIONALITY TO FIT DIFFERING CONSUMER LIFE STAGES
While the majority of consumers use some type of functional product, there is a divide based on age, which requires a tailored approach to innovation. Ingredients that are recognizable with a long-established past will resonate with older consumers who are slower to adopt emerging functional ingredients.
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Digestive and immunity support insights
Specialty drink trends from Gen Z to Baby Boomers and beyond