Historically, the target demographic for health food and nutrition was centered on older generations. Now, more than ever, there is greater awareness that what we eat and drink might impact our health later in life. This means younger generations are proactively and preventatively seeking products that can help maintain health in a world wher overall well-being is continually prioritized as consumers want to be in their best shape, physically and mentally.

Food Ingredients First speaks with experts from Kerry, ADM, Givaudan, Bioiberica and Kaneka Nutrients Europe, who share their thoughts on this evolving space. 

“The demand for functional foods is increasing as consumers prioritize experiences that support their well-being, encompassing physical, mental and emotional health,” says Mieke Acda, regional product manager for Naturals & Nutrition at Givaudan Taste & Wellbeing.

“People are proactively seeking ways to enhance their health through everyday foods, recognizing the link between diet and well-being. This shift in consumer focus has led to a growing interest in functional foods that offer targeted health benefits beyond basic nutrition,” she comments. 

Vaughn DuBow, global director of marketing for Microbiome Solutions at ADM, says that “one-size-fits-all” strategies for health are quickly being phased out in favor of more customized approaches to balanced wellness, with many consumers turning to functional solutions that are convenient and can fit into their everyday lifestyles. 

“At the same time, the definition of wellness differs from consumer to consumer. Many understand that their needs are unique, motivating them to seek functional offerings that reflect their personal goals.”

Consumers take charge 
As individuals become more informed about the health impact of specific nutrients, they seek foods that can support their health goals. Acda believes this trend is driven by the desire for convenient and accessible solutions that “integrate seamlessly into their daily routines, ultimately enabling consumers to take charge of their health through the foods they consume.”

Filip van Hulle, general manager at Kaneka Nutrients Europe, cites market research that suggests “48% of consumers are making proactive choices regarding their health and wellness.”

“Functional food solutions are increasingly catching the attention of health-conscious consumers,” he explains. Moreover, Kaneka sees a rise in consumer interest in holistic health solutions across the supplements and functional foods spaces. 

“Consumers recognize the link that specific health areas – such as beauty-from-within, energy, immune health and brain health – can have on their overall well-being. This rising demand for more holistic health solutions continues to drive market innovation.”

Meanwhile, Mathieu Millette, scientific director of RD&A ProActive Health at Kerry, comments on the shift to a more hands-on approach to health and nutrition. 

“Globally, nearly two-thirds (65%) of consumers say they take a proactive approach to their health, frequently looking for functional ingredients in their favorite food and beverage products. This trend has accelerated in the COVID-19 and post-COVID era,” he explains. 

Notably, there’s high demand for functional ingredients among each demographic, with two-thirds of consumers saying they want healthier lifestyles. However, it’s also true that different groups often have different needs and exhibit different purchasing behaviors, comments Millette. 

“For example, Millennials are particularly likely to conduct extensive research ahead of purchases, and Gen Z consumers are the most likely to take a holistic approach to wellness and seek benefits such as improved sleep.”

Health is a balancing act 
Givaudan recently researched consumer segmentation to understand the different profiles driving demand in holistic wellness. 

Acda notes that individual needs are primarily driven by lifestyle. “Our research revealed the challenge of balancing physical and mental health via five different profiles: e-gamers, multi-taskers, activity enthusiasts, active rejuvenators and performance perfectionists. All profiles look for similar health benefits, like energy, immunity, joint health, stress reduction and improvement of mental agility.”

Givaudan found that improved sleep, cognitive health, mood enhancement and energy are among the top claims for consumers across the board. 

As a result, manufacturers increasingly incorporate ingredients with proven health benefits, such as prebiotics and probiotics, natural vitamins and botanical extracts, into a wide range of food products. 

Applications expand
Antonio Vendrell, marketing director at Bioiberica has witnessed a growing appetite for functional beverages.

“In a recent study, we saw that consumers favored liquid products, especially those easily incorporated into daily routines – such as coffee or tea, water, juice and milk. Flavored teas and waters are particularly appealing as they tap into the feelings of self-care and ‘me-time’ that have long been associated with health and wellness.”

“We’re only just scratching the surface of functional food innovation. In the next few years, we expect to see developments taking ingredient efficacy to the next level with unique and powerful formulations combining multiple ingredients in one functional food solution for more holistic health benefits,” he shares. 

While beverages largely dominated the functional market until recently, snacks and even desserts are gaining in popularity, adds Acda. “The broader acceptance and adoption of functional food across various food categories offer promising possibilities for improving public health and promoting wellness on a larger scale.”

Tapping into the microbiome
Researchers and food scientists are increasingly focusing on developing functional foods that target and positively influence the microbiome. This includes the incorporation of prebiotics that stimulate the growth of beneficial gut bacteria. 

“Seventy percent of European consumers cite gut health and digestion as among their top three health areas,” says Acda. “It’s interesting to note that addressing the microbiome is of particular interest in food applications as certain cereals such as oats can not only provide fiber content but also act as prebiotics that promote the growth of healthy bacteria.”

“By harnessing the potential of the microbiome, we are witnessing a revolution in functional food development, offering exciting opportunities to support digestive health, immune function, cognitive health and overall vitality,” he explains. 

ADM’s DuBow, flags that the microbiome is a key growth area for personalized solutions as consumers connect their gut and digestive health with overall well-being. 

“Our research shows that 58% of global consumers perceive a connection between the function of bacteria in the gut to wider aspects of well-being. Microbiome-supporting solutions like prebiotics, probiotics and postbiotics are highly sought after across categories, as consumers connect them to a wide range of wellness benefits in products formulated to support gut health, immune function and weight management.”

“Maintaining the longevity of optimal health also remains top of mind, with 73% of global consumers stating they are taking a long-term approach to health, while the proportion of consumers satisfied with their immune health has risen from 54% in 2019 to 63% in 2022,” adds DuBow. 

ADM provides customers with a wide range of quality botanical extracts, standardized plant extracts, fruit and vegetable content powders to meet the demand for improved health. “Many of our botanical extracts, such as acerola, beetroot and yerba mate, contain vitamins and antioxidant nutrients and are associated by consumers with trending wellness attributes,” he notes. 

Future-forward functionality 
In summary, consumers want foods, beverages and dietary supplements that they can enjoy and feel good about, and there is still much-untapped potential in delivering this purposeful indulgence. 

DuBow stresses that in addition to ingredients that deliver delicious and trending flavors, such as botanical, citrus and fruit-forward notes or dessert-type flavors, other ingredients like specialized microbial strains that retain functionality through different formulation environments are key to building a wide array of functional applications. 

“We also anticipate more targeted and personalized functional nutrition options for children, especially as parents increasingly focus on their own well-being,” he says. 

“Manufacturers are focused on creating new functional product offerings that hit on exciting formats, flavors and colors that appeal to children of all ages and help support their everyday lifestyles as well as their health and wellness needs.”