Explore the latest innovations across functional food and drink in 2023. This report identifies evolving areas, consumer attitudes, and important advances across EMEA, APAC, and The Americas.
Functional food and drink remains a niche for launch activity in Europe. Yet, increased stress levels mean consumers are keen to turn to their diet for their energy needs. The result is a moderate uptick in food launches with energy claims. Snack bars and cereals are among the formats used, as brands aim to answer needs for energy and productivity. Mintel also observes a consumer demand for food/drink that promotes better sleep, and beverages are well-placed to capitalise on this—particularly as launch activity falls behind on this need.
As over half of Indian consumers cite ‘healthy options’ as the most important factor when buying bakery products, brands are reassuring customers of the nutritional value of their baked goods. Digestive support has been a key innovation on the functional side, with Ayurvedic ingredients making appearances across India. Meanwhile, in other parts of Asia, consumers are seeking more than just hydration from beverages like sports drinks.
In the Americas, overall functional food and drink launches actually saw a slight decrease over the past year. North American consumers look to re-incorporate more fruit into their diet, and superfood benefits show promise to encourage consumption.
In Latin America, consumers show interest in food products with energy-boosting credentials. Mexico, Brazil, and Peru accounted for over half of all functional food introductions with energy-supporting claims in LATAM in the year to July 2023.
With the emergence of functional claims across food and drink launches, brands must stay relevant to compete and fulfill consumer demands. For a comprehensive analysis of global functional food and drink innovation, buy the full report. To learn more about the future trajectory of food and drink categories, try our ‘The Future of’ reports.
Leading innovation analyst Amrin Walji delivers an in-depth analysis with this report.
Innovation in functional food and drink continues to pivot around consumers’ health needs with a notable focus on energy, relaxation and sleep support.
Amrin Walji
Senior Innovation Analyst
Mintel is the world’s leading market intelligence agency. We show you how consumers think today and tomorrow. As a trusted partner to industry leaders, we deliver game-changing insights to businesses across the globe, fuelling their marketing and innovation strategies that will shape the future.
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