From the inside out
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Once again we learn that consumers are re-prioritising wellness goals, seeking out healthy hydration, and pursuing new approaches to weight loss — all of which have the potential to ignite functional food and beverage sales.
A poll by Innova Market Insights reflects this rising demand: according to 42% of respondents, one of the most important quality criteria for them is a product’s health benefits. Innova Market Insights: Global Ingredient Trends 2025 reports that one in five respondents are willing to pay more for functional ingredients that address particular health conditions.
Functional foods can be nutritious, natural, good quality foods that serve a purpose. They can also be foods that nourish our bodies from the inside out and support our digestive and gut health.
The human body has the capacity to be an amazing vessel, particularly when we give it the support it needs.
The food manufacturing industry is rapidly adapting to meet growing demand for a number of products. For those with enhanced nutritional profiles, manufacturers have now to find ways to incorporate functional ingredients into familiar formats, from reformulating popular products to developing entirely new lines. This evolution can span multiple product categories. As consumer awareness grows, manufacturers will need to develop increasingly sophisticated products that deliver specific health benefits while maintaining broad market appeal.
Success will require balancing multiple factors, from ingredient selection and processing capabilities to taste and convenience. Increasing consumer knowledge creates both opportunities and challenges for manufacturers, who will have to deliver on health benefit claims while maintaining product quality and consistency.
But despite the potential for ongoing headwinds, one thing is certain: functional foods and drinks will continue to be a very good investment for food and beverage companies.
Like many consumers, I turn to functional foods throughout my day to keep me satisfied, full and healthy. In addition to convenience, successful functional products also taste good and, most importantly, provide an added health benefit.
- Rodney Jack, editor, Food & Drink Technology.
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