Our team at Glanbia Nutritionals offers insights into 2023 functional nutritional trends and reveal what consumers want from functional products and why.
What is functional nutrition?
Functional nutrition describes food and beverage products that contain bioactive ingredients to support a specific health or wellness goal. These products range in format from bars to beverages and typically feature benefit claims that go beyond what basic nutrition can provide.
Innova reports that consumer interest in functional nutrition is rising across the globe (1). When Innova asked consumers about healthy eating, more said their main approach is “to choose products that positively boost my nutrition or benefit how my body functions” compared to the prior year (+4 ppt in Canada and Brazil, +5 ppt in the US and China, and +10 ppt in Spain and Mexico (2).
How consumers use functional nutrition
While functional nutrition can address a variety of consumers’ needs—from exercise recovery to mental focus—the top reason consumers are reaching for functional nutrition products is to boost health. In the past 12 months, 29.3% of consumers globally have chosen foods and beverages with a health-boosting ingredient to improve their physical health, and 24.9% say it’s for a specific health condition (3).
Generational differences
Innova reports generational differences in the use of functional nutrition, with younger consumers driving the trend (4). For consumers aged 18-34, choosing products that boost nutrition or benefit how the body functions is the key approach to healthy eating for nearly one in three (5). Only one in five say limiting bad-for-you products and ingredients is their main approach, while it’s the top approach for those 55 and over (6).
Types of functional ingredients consumed
The most commonly consumed functional ingredients include caffeine (55%), electrolytes (30%), and antioxidants (28%) (7). These are fairly mainstream and can be found in many everyday foods and beverages, as well as in functional products. Ingredients newer to the functional food and beverage industry such as prebiotics (15%), melatonin (11%), and adaptogens (7%) (8) are likely to have more niche audiences looking for those health benefits.
Functional ingredient in a food or beverage |
% of consumers currently consuming |
| Caffeine | 55% |
| Electrolytes | 30% |
| Antioxidants | 28% |
| Probiotics | 28% |
| Added protein | 25% |
| Turmeric | 17% |
| Prebiotics | 15% |
| Melatonin | 11% |
| Adaptogens | 7% |
Table source: Mintel-Kantar Profiles, December 2022 (Base = 2000 global consumers).
Health benefits
Immunity and gut health lead as the most important functions in a food or beverage for consumers globally (9). In recent months, 34% have purchased foods or beverages to boost immunity, while 27% have chosen products to improve their gut health (10). Based on recent product consumption, other sought-after benefits include heart health (20%), sleep support (15%), and brain health (10%) (11).
Opportunities in functional nutrition products
1. Heart health and sleep support
Recent data points to some key opportunities for brands in functional nutrition. When comparing function desirability with current consumption, heart health and sleep support stand out as having the highest growth potential, notes Innova (12). Focusing on well-known functional ingredients, effective messaging and convenient formats (like beverages and snacks) can help grow these segments.
Functional benefit in a food or beverage |
% of consumers citing as a desirable benefit |
% of consumers currently consuming |
Opportunity gap |
| Improving heart health | 26% | 20% | 6% |
| Improving sleep | 21% | 15% | 6% |
Table source: Innova Database, Global Consumer Drivers and Opportunities in Functional Nutrition, May 2023.
2. Expanded product formats
Product format is another opportunity area. While beverages continue to be the favourite format for functional nutrition products (with 79% of consumers interested in this format), 68% of consumers are interested in functional snacks (13). 31% would like to see functional ingredients in salty snacks such as chips and pretzels, while 30% cite baked goods (14). There is also interest in functional desserts and prepared meals (15).
3. Protein and functional ingredient claims
Besides functional ingredients, brands can consider increasing health appeal through added protein. About one in four Gen Z consumers and one in three Millennial, Gen X, and Boomer consumers say a protein claim influences their purchase decision of sports and functional nutrition products (16). Claims about the functional ingredients are influential to nearly one in four overall (17).
We are a leader in nutritional and functional ingredients. Glanbia Nutritionals provides market insights, product development expertise and health and wellness ingredients that support our customers’ success. We can support businesses in creating effective food and beverage solutions that today's consumers are looking for.
References
(1-2) Innova Health & Nutrition Survey, 2021; Innova Lifestyle & Attitudes Survey, 2022.
(3) Innova Database, 2022 Global Emerging Functional Ingredients, 2022.
(4-6) Innova Database, Global Consumer Drivers and Opportunities in Functional Nutrition, May 2023.
(7-8) Mintel-Kantar Profiles, December 2022.
(9-12) Innova Database, Global Consumer Drivers and Opportunities in Functional Nutrition, May 2023.
(13-15) Mintel-Kantar Profiles, December 2022.
(16-17) Innova Market Insights, Global Analysis of RTD Functional Beverages, 2022.