Explore the latest innovations in functional food and drink in 2024 with Mintel’s global innovation report. The report identifies the major launch activities, pivotal consumer attitudes and most important product development of the year across regions EMEA, APAC, and the Americas.
Key innovation trends in the global functional food and drink market are analysed and succinctly presented alongside Mintel’s consumer data and insights. So you can understand changing consumer demands and identify future growth opportunities.
This report also presents Mintel’s analysts’ pick of the most innovative launches in the global functional food and drink market. Understanding innovation in spreads has never been so easy.
Meet the Expert Behind the Analysis
This report was written by Zoe Wong. Zoe joined the Food & Drink team in March 2023, having previously worked in Mintel GNPD Operations. In her current role, she researches and writes category reports. Zoe has a background in NGO fundraising and corporate communications and has a Bachelor of Arts degree in Communication Studies from the University of Western Australia.
Innovation in functional food and drink continues to pivot around gut health and energy boosts, as private label gains share in Europe.
Zoe Wong
Junior Analyst – Food & Drink, BPCH
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- What we have seen
- Our pick of the most innovative launches in this review
- Other innovative launches
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EUROPE, MIDDLE EAST & AFRICA (EMEA)
- Europe: private labels are expanding their functional food and drinks offerings
- Overview of functional food and drink launches in Europe
- Graph 1: functional food and drink launches, by share of top ten sub-categories, 2022-24
- Consumers turn to private labels for healthy yet affordable options
- The share of functional food and drink launches from private labels have seen a small uptick
- Graph 2: functional food and drink launches, by share of private label claims, 2020-24
- Private labels innovate around functional health
- Brand renovation/innovation: Asda introduces new range to make healthy eating more accessible and affordable
- Europe: functional yogurt brands innovate around consumers’ energy needs
- Consumers are seeking ways to boost their energy levels
- The share of energy claims rises among spoonable yogurt launches
- Graph 3: spoonable yogurt launches, by share of functional claims, 2020-24
- The share of energy claims rises among spoonable yogurt launches
- Functional spoonable yogurts cater to energy needs
- Brand renovation/innovation: The Collective introduces yogurt pouches for 'the grown ups'
- The Middle East & Africa (MEA)
- Functional innovation spotlights cognitive health benefits
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Asia Pacific (APAC)
- Overview of functional food and drink launches in APAC
- Graph 4: functional food and drink launches, by share of top ten sub-categories, 2022-24
- Asia: functional nut and fruit snack launches target the ageing population
- Consumers turn to food and drinks for healthy ageing
- Functional nuts and fruit snacks innovations continue to emerge
- Graph 5: nuts and fruit snacks launches, by share of functional claims, 2020-24
- Ageing-related benefits are celebrated in nut and fruit snack innovation
- Asia: innovation in functional kombucha and fermented drinks addresses the growing interest in gut health
- Gut health is increasingly on consumers' radar
- Activity in functional kombucha and fermented drinks continues to simmer in Asia
- Graph 6: kombucha and other fermented drinks launches, by share of functional claims, 2020-24
- Kombucha brands innovate with bold flavours, trending functional benefits and ethical initiatives to recruit a wider audience
- Brands use halal certifications to broaden the appeal of functional fermented drinks
- Brand renovation/innovation: Morinaga responds to Japan's ageing population with a vinegar-free breakthrough
- Australia & New Zealand
- Functional drinks in ANZ tap into the clean energy trend
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the americas
- Overview of functional food and drink launches in the Americas
- Graph 7: functional food and drink launches, by share of top ten sub-categories, 2022-24
- North America: oil brands deliver value for money with functional benefits
- Olive oils earn a positive health reputation among consumers
- The growing prevalence of functional oils
- Graph 8: oil launches, by share of functional claims, 2020-24
- Olive oil brands are flagging up functional benefits to convey value
- North America: functional sports and energy drinks are putting a stronger focus on hydration
- Hydration becomes a more commercialised everyday need
- Energy and sports drinks brands shift the focus from energy boost to hydration shortcuts
- Graph 9: sports and energy drinks launches with functional claims and keywords* related to hydration in product descriptions, 2020-24
- Brands highlight speed, naturalness and transparency when delivering hydration
- Latin America: functional yogurts address interest in gut health
- Growing awareness of digestive wellness in Latin America
- Graph 10: spoonable yogurt, drinking yogurt and liquid cultured milk launches, by share of functional claims, 2020-24
- Functional yogurts cater to a nutrition-aware audience
- Latin America: functional energy and sports drinks are on the rise
- Consumers seek convenient energy-boosting solutions
- Graph 11: sports and energy drinks launches, by share of functional claims, 2020-24
- Brands explore diverse energy-boosting benefits
What is 'A Year of Innovation' Report?
To truly understand a market, it’s essential to look at the products that are shaping it. Our ‘A Year of Innovation’ reports provide a detailed review of specific categories, focusing on the most notable product launches from the past 12 months. These reports are designed to give you a clear and comprehensive picture of recent innovation and its impact.
How We Analyse a Year of Innovation
By deconstructing the past year’s activity, we can provide valuable context for your current and future strategies. Here’s how we do it.
A Deep Dive into Product Launches
The core of these reports is a thorough examination of new products. We go beyond simply listing what’s new. Our analysis delves into the “why” behind each product launch, exploring the strategies, ingredients, and marketing claims that are driving innovation. This helps you understand what’s working, what’s not, and where the market is headed.
Powered by the Global New Products Database (GNPD)
Our insights are built on a foundation of robust data from Mintel’s Global New Products Database (GNPD). This powerful tool tracks and catalogues new product launches from around the world. By leveraging the GNPD, we offer a complete exploration of innovative activity within your category, ensuring our analysis is comprehensive, accurate, and relevant.
Uncovering Trends and Consumer Shifts
Our ‘A Year of Innovation’ reports are designed to equip you with actionable insights into how to lead innovation in your category. By studying recent product launches, we can identify shifting consumer habits and preferences. These reports help you connect the dots between what consumers want and how companies are responding. You’ll gain a deeper understanding of emerging trends, allowing you to refine your own product development and marketing strategies with confidence.
For a more detailed look at a Year of Innovation report, take a look at a sample PDF report below.
Please Note: All of the figures, graphs, and tables have been redacted.
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