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- A Year of Innovation in the Functional Food and Drink Market 2023
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.
Innovation in Functional Food and Drink – EMEA
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 capitalize on this—particularly as launch activity falls behind on this need.
- 57% of Polish adults would be interested in trying functional food or drink that promotes better sleep.
Innovation in Functional Food and Drink – APAC
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.
- 87% of Thai consumers often choose to buy beverages that claim additional nutritional benefits.
Innovation in Functional Food and Drink – Americas
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.
- 67% of US adults who have recently eaten fruit show interest in fruit with superfood benefits (i.e. antioxidants).
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.
What’s Next for Innovation in Functional Food and Drink?
With the emergence of functional claims across food and drink launches, brands must stay relevant to compete and fulfil 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.
Expert Analysis
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
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EUROPE, MIDDLE EAST & AFRICA (EMEA)
- Graph 1: functional food and drink launches, by share of sub-category, 2021-23
- Graph 2: total food and drink launches, by share of functional claims, 2019-23
- Europe: functional food launches seek to address consumers’ energy needs
- Europe: functional drink brands innovate to help consumers unwind
- Graph 3: launches of functional drinks, by share of top functional claims, 2021-23
- The Middle East & Africa (MEA)
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Asia Pacific (APAC)
- Graph 4: food and drink launches, by share of functional claims, 2019-23
- Graph 5: functional food and drink launches, by share of sub-category, 2021-23
- Asia: functional claims record an increase among bakery launches in India
- Graph 6: functional food launches, by share of sub-category, 2021-23
- Asia: sports drink brands diversify functional claims beyond hydration
- Graph 7: functional drink launches, by share of top five sub-categories, 2029-23
- Australia & New Zealand
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the americas
- Graph 8: functional food and drink launches, by share of sub-category, 2021-23
- Graph 9: food and drink launches, by share of functional claims, 2019-23
- North America: fruit snacks with functional claims record a rise in launch activity
- Graph 10: fruit snack launches, by share of functional claims, 2019-23
- North America: functional claims take off in carbonated soft drinks
- Graph 11: carbonated soft drink launches, by share of top functional claims, 2022-23
- Latin America: food products with energy-boosting credentials are in demand
- Graph 12: launches of functional food, by share of functional energy claims, 2019-23
- Latin America: stress and sleep support is the focus of tea innovation
- Graph 13: tea launches, by share of functional stress & sleep support claims, 2019-23
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