As consumer health consciousness surges worldwide, functional foods—products offering health benefits beyond basic nutrition—are experiencing exponential growth. According to HealthFocus International’s 2024 Global Trends Study, nearly 75% of consumers recognize functional food and beverage products, with over 50% planning to increase their consumption. In the US, the market for health-focused food and beverages reached $320 billion in 2024, and SPINS projects this figure will exceed $384 billion by 2028. Below, we unpack the top 10 trends driving this revolution, backed by data and market insights.
1. Active Living: Fueling Performance and Energy
Consumers increasingly seek products to enhance daily physical and mental performance. HealthFocus data shows 57% prioritize boosting stamina, 50% aim to improve brain function, and 40% focus on athletic performance. In the US, energy-labeled products raked in $23.8 billion in sales by December 2024, with hydration and sports nutrition categories also thriving. Notable innovations include Prairie Farms’ high-protein Cottage Cheese snacks and Honey Stinger’s portable energy waffles, designed for on-the-go fuel.
2. Weighing In: Holistic Weight Management Solutions
Weight loss remains a top dietary goal for Americans, with 27% actively trying to shed pounds. While GLP-1 medications have gained attention, their high cost and limited accessibility mean functional foods still dominate the market. Consumers demand high-fiber, low-sugar, and protein-rich options, as seen in Nestlé’s Vital Pursuit frozen meals and Abbott’s PROTALITY shakes, tailored for GLP-1 users.
3. Functional Hydration: Beyond Basic Thirst Quenching
Energy drinks and bottled water are leading beverage growth, with global energy drink sales projected to rise 36.7% by 2029 (Euromonitor). In the US, low-calorie sodas and functional teas thrive, while digestive health drinks (up 34% in sales) and prebiotic-infused options like Poppi soda gain traction.
4. Metabolic Monitoring: Aging Gracefully with Nutrition
“Healthy aging” ranks second only to energy support in consumer health priorities. Ingredients like magnesium, curcumin, and collagen are trending, with products such as Nestlé BOOST’s glucose-control beverages and MenoWell energy bars targeting metabolic health and menopause support.
5. Feeling Good: Nutraceuticals for Mental Well-Being
With 49% of Americans experiencing frequent stress, mood-support products are booming. US sales of mood-enhancing beverages surged 62% in 2024, featuring adaptogens like ashwagandha and CBD. Standouts include Melting Forest’s mushroom-infused sparkling drinks and NEVE’s beetroot-based functional beverages.
6. Natural Goodness: Clean Label and Minimal Processing
Consumers prioritize “clean” ingredients, with 64% avoiding artificial additives (Circana). Plant-based products and gluten-free options continue to grow, as seen in Straus Family Creamery’s organic, gluten-free ice cream and Yeshi’s nutrient-dense salad dressings.
7. Supplemental Leanings: Bridging Nutritional Gaps
The US dietary supplement market hit $64 billion in 2024, with magnesium, prebiotics, and adaptogens like ashwagandha in high demand. Functional snacks are integrating supplements, such as belVita’s energy bites with B vitamins and whole grains.
8. New Avenues for Growth: Health-Conscious Dining Expands
Restaurants and convenience stores are capitalizing on health trends, with 11% of restaurant traffic driven by light, nutritious meals. Chains like Peet’s Coffee now offer protein lattes and immunity-boosting drinks, while Panda Express balanced protein bowls.
9. Gourmet Nutrition: Luxury Meets Wellness
High-income consumers seek restaurant-quality, nutrient-dense foods. Artisanal snacks like Growee’s flavored dips and Lifeway’s innovative kefir flavors (e.g., spicy honey, pistachio rose) blend gourmet appeal with functionality.
10. One-Size Doesn’t Fit All: Personalized Nutrition
Consumers demand tailored solutions, from air-fry-friendly snacks like Trashy Gourmet’s cookies to FULFIL’s Reese’s-inspired protein bars. Freezer meals and baked goods with “clean ingredient” labels are particularly popular.
Conclusion: The Global Trajectory of Functional Foods
The US trends reflect a broader shift: consumers want foods that prevent chronic diseases, support mental health, and align with ethical values. As inflation persists, affordability remains a challenge, but innovation in cost-effective, nutrient-dense products will drive growth. For brands, targeting niche needs—from menopause support to GLP-1 compatibility—presents lucrative opportunities. With China and other markets embracing health-conscious consumption, the functional food revolution is poised to reshape global diets for years to come.
References
- HealthFocus International. (2024). 2024 Global Trends Study.
- SPINS. (2024). Market data on functional foods and supplements.
- Circana. (2024). Consumer insights on health food preferences.
- International Food Information Council (IFIC). (2024). Food & Health Survey.
- Euromonitor International. (2024). Global beverage market forecast.
- NPD Group/CREST. (2024). Health-focused restaurant trends.
- Nutrition Business Journal. (2024). Supplement market analysis.
- FMI (Food Marketing Institute). (2024). Consumer trends in healthy eating.