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"Functional benefits and nutrition are more ingrained in modern consumption than ever, providing plenty of opportunities for brands to capitalize on a functional focus."
Jack Doggett, Food & Drink Analyst
As consumers continue to try to improve their health, functional benefits have become a major tool at their disposal. The shift towards functionality has been spearheaded by younger generations – 98% of Gen Z have consumed either a functional food or drink product in the past six months – and their view of functionality is also impacting their view of overall health.
The healthfulness of a food and drink product is no longer solely judged on what a product isn’t including; there is now a focus on what is embedded in them to elevate function. Protein, fiber, and probiotics are major players as consumers seek to improve energy, digestion, and daily wellness performance. These benefits support both the average consumer’s health journey and those focused on weight-loss with GLP-1s, underscoring their versatility across a bevy of health goals.
New product releases have functionally elevated categories historically rooted in simple indulgence, especially redefining perceptions among young consumers. With such momentum from the young consumer and an acceleration in functional releases, added benefits and nutrition figure to continue to be central parts of the modern consumer’s diet.
The first Mintel Market Intelligence report was published over 50 years ago. Since then, we have provided our unique insights and understanding of consumers, innovation and global markets to thousands of customers worldwide. Here’s why our customers rely on Mintel:
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We utilize Mintel Reports, Trends and Comperemedia to mine for insights across the numerous business verticals that Epsilon serves, such as CPG, automotive, telecom, healthcare/pharma, retail and financial services.
By integrating Mintel insight into new business opportunities, we have been able to gain the competitive edge necessary to advance partnerships with global brands and key business players.
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