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Functionality goes health-specific in 2025

Innova Market Insights has identified functional food and beverage (F&B) launches as a leading response to consumers’ efforts to live healthier lives.

Today’s shoppers want products tailored to their specific goals, such as weight management, gut health, heart health, immunity and mental wellbeing.

Interest in healthier living has grown since the pandemic, with health a leading spending priority; Innova data shows that nearly 30% of global consumers say wellbeing is the personal value of most importance to them.

“All of this has made functional nutrition and targeted nutrition gain importance and become a bigger driver for consumers’ need to live healthily,” Solène Limongi, customer success analyst team coordinator at Innova Market Insights, told Ingredients Network.

Functionality is tied to better health

Functional F&B products – those that incorporate added ingredients or properties to provide specific nutritional benefits – often centre their formulations and claims around their vitamin and mineral, prebiotic, probiotic, or postbiotic, protein, or fibre content.

Designed to deliver a nutritional function, this segment of the industry is expected to be worth $268 billion (€233 bn) by 2027. According to Statista, this represents an increase of almost $100 bn (€87 bn) in eight years, with the functional food market growing from around $178 bn (€155 bn) in 2019.

Research suggests that the production of functional foods has been the core focus of the industry’s development in recent years. The World Health Organization’s (WHO) emphasis on a healthy diet and food fortification – adding micronutrients to improve foods’ nutritional composition – is a core driver.

Coupled with increasing consumer awareness and desire for foods with beneficial nutritional value, this has led to a rise in the number of launches featuring bioactive ingredients and raw materials that deliver specific benefits.

“Consumers everywhere are embracing holistic wellness, making mindful choices in nutrition, fitness, and mental wellbeing to stay vibrant and age with confidence,” Limongi said.

Functional F&B claims across the globe: Protein and fibre dominate

Innova Market Insights data indicates that western Europe leads in functional health F&B innovations and is second after North America in supplement launches. Categories that feature functional products and ingredients include hot tea, juices, bottled water, sports nutrition, cereal bars, and snacks.

Across all regions, high sources of protein and high sources of fibre are leading claims.

“The percentage of launches with a protein claim continues to rise,” Limongi said.

Protein and fibre are valued not just for weight management and digestive health but also for many other benefits, including satiety, energy, and muscle maintenance, all of which are important factors for those living an active lifestyle and for the ageing population.

According to Innova, weight management is the top physical health concern for consumers globally, and although niche, brands are tapping into GLP-1 to support their innovations.

Food brands are starting to explore the opportunities in fibre and protein to help support and alleviate the potential side effects associated with GLP-1 medication, such as nausea, digestive issues, and rapid weight loss.

Claims also revolve around energy, digestion, and mental wellbeing

The next most prominent claims after protein and fibre are whole grain and energy.

The top functional categories offer distinct benefits, such as weight loss and cognitive health in hot tea; vitamins and antioxidants in juices; hydration and energy in bottled water and sports drinks; energy and protein in cereal bars; and protein and fibre in snacks.

Gut health remains a core priority among consumers, with prebiotics, probiotics, and postbiotics expanding beyond yoghurt and now found in snacks, beverages, and even chocolate.

“There’s also been innovation in products focused on mental wellness and mood support, with consumers purchasing functional F&Bs to help them with acute mental health issues,” said Limongi.

Manufacturers are launching products that claim to help with stress, anxiety, tiredness, and sleep management. CBD-infused formulations are an avenue producers are exploring, for example.

“This opens doors for functional ingredients like adaptogens,” Limongi added.

Narrowing the gap between nutrition and wellness

Functional foods help “bridge nutrition with wellness”, Limongi said.

Functional F&B products are often synonymous with healthy options, as they refer to products that convey certain properties, such as improved digestion, immune support, or mental wellbeing.

“This is closely related to health because food can become a vehicle that not only nourishes but also actively supports consumers with their wellness goals,” added Limongi.

“Beyond functionality, the quality of the product will remain an important characteristic for consumers when purchasing products.”

Natural ingredients and freshness are key properties, with shoppers demanding transparency regarding clean ingredients and clear labels that do not compromise functional benefits.