Health and Wellness is a growing global trend, with a market worth of $6.30tn. (Global Wellness Institute).
What are the top functional ingredients that consumers demand?
Electrolytes
The sports nutrition market is a big one, valued at $45,24bn globally and with an estimated CAGR of 7.5% in the next five year (Grand View Research). One of the main ingredients or groups of ingredients that fuel this market is electrolytes.
Minerals such as magnesium, sodium and potassium are electrolytes. Electrolytes are found in some drinks naturally, and others that are specially formulated.
Tony Gay, Technical Sales Director at Functional Ingredients Supplier, Prinova, says that electrolytes are very popular. Major brands include them in sports drinks. But that growth also saw them becoming mainstream. They’re now being used in drinks of all kinds, and not just endurance.
(Image: Getty/Daniel Balakov) Electrolytes are no longer just for sports nutrition. They have become a mainstream product. (Image: Getty/Daniel Balakov)
4: Vitamins
Vitamin fortification is nothing new. But consumers expect their foods and beverages to offer a variety of vitamins to help support their overall health.
Richard Peake is the managing director at Merchant Gourmet. He says, “Brands are expected to be able to provide everything.”
In order to boost the nutritional content of food and beverages, food manufacturers have been formulating more new products and reformulating older ones.
Vitamins A, B6, D, E, B12 and B9 are the most commonly added vitamins to food and beverage fortification.
Vitamins B7,K1 and K2 have become increasingly popular among consumers and manufacturers are paying attention to them.
Manufacturers of food and beverages are adding vitamins and minerals to their products. (Image: Getty/agrobacter)
3: Proteins
Many consumers are adopting high-protein foods, such as meat, eggs and fish, to maintain or build muscle. Consumers are increasingly turning to other forms of protein such as collagen for different reasons.
MarketsandMarkets projects that the value of the collagen coffee market will reach $7.4bn in 2030.
Mintel states that collagen-containing products are marketed to people between the ages of 20 and 40. This is expected to change as consumers seek out collagen products for their benefits, such as increased muscle mass and improved skin health.
MarketsandMarkets spokesperson says that the growth of the collagen market is attributed to a growing health consciousness, as well as booming demand for functional food and dietary supplement. The growth of the collagen market is driven also by the shifting consumer focus to wellness and preventative health care, as they are concerned about chronic diseases and their sedentary lives.
Protein bars and powders are the dominant products in sports nutrition, according to Statista, with an estimated global market of $47.3bn (by 2032).
Mahsa Shabandeh is a Statista research analyst. She says, “The market for protein continues to offer strong growth prospects for the food sector.”
(Image: Getty/Obradovic) Consumer interest in protein bars and powders continues to increase. (Image: Getty/Obradovic)
2: Adaptogens
Adaptogens are another type of ingredient that is rapidly gaining in popularity. The adaptogens industry, which currently has a market worth $10.34bn globally (Grand View Research), is expected to increase at a 7.0% CAGR over the next 5 years.
Herbs and mushrooms are believed to be adaptogens, and have benefits for health and wellbeing. These include helping with sleep and stress management.
Some of the most common adaptogens are:
- Ashwagandha It is believed that this substance reduces stress, fatigue and anxiety
- Ginseng Improved brain and immune functions, improved blood sugar levels, and decreased inflammation are all linked.
- Holy Basil Reduced stress, anxiety and blood sugar, reduced cholesterol and inflammation, and better wound healing
- Lion’s Mane It is believed that it can help with weight loss, repair damage to nerves and enhance brain function
- Rhodiola Roseas Reduced stress, fatigue and depression and better brain function.
- Schisandra This is associated with reduced depression risk, relief of certain menopause symptoms, and a lower risk of Alzheimer’s disease, liver diseases, and other illnesses.
- Turmeric The anti-inflammatory effects and antioxidant properties of this herb are linked with improved brain functions, reduced heart disease risk and depression.
(Image: Getty/Julia_Sudnitskaya) Adaptogens are used to make countless functional foods and drinks. (Image: Getty/Julia_Sudnitskaya)
1. Probiotics
The gut health trend has been one of the biggest food and drink trends in the last decade. The global market for digestive health products is valued at 51,62bn dollars and is expected to increase at an 8.3% CAGR over the next 5 years. (Grand View Research). Probiotics are an important part of the industry.
They are often called ‘good bacteria’ or helpful microorganisms because they keep your gut healthy. Probiotics can be found in a wide range of foods and drinks.
Most commonly, probiotic products contain seven different probiotics: Lactobacillus (Bifidobacterium), Saccharomyces (Streptococcus), Enterococcus (Enterococcus), Escherichia, and Bacillus.
Food and drink manufacturers focus heavily on innovation in gut health and on new product development to capitalize on this trend.
Reshma Patel, Marketing Manager at Yakult UK, says that while probiotics are well known globally, scientific advances have only recently highlighted how gut health impacts overall wellbeing.
It goes beyond digestion. Growing evidence shows that the major organs of the human body are interconnected, and the gut is at the heart of this complex system.
As the trend for gut health grows, probiotics such as Lactobacillus or Bifidobacterium are used in many products. (Image: Getty/Image Source)
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