Functional Food Offers Growth Opportunities
Did you know that nearly 70% of consumers currently use products that feature a functional benefit, and 40% use products with three or more functionalities?
“Functionality in food and drink has found its place within consumer routines, and curiosity in how diets can further support both physical and mental health is high, particularly among younger consumers,” said Alyssa Hangartner, consumer insights analyst, flavor and ingredient trends, at Mintel. “Increased emphasis on improving lifestyle habits and the definition of wellness on a personal level has left plenty of room for food and beverage innovation to meet consumers’ needs where they need it most.”
Functional food ingredients that support better sleep, reduced stress and improved focus are on the rise and driving product innovation, reports Sam Danley in his article “Shifting demographics poise functional products for growth.” Functional ingredient innovation is largely focused on snacks and beverages, pointing to white space areas for future functional ingredient innovation. Turmeric and elderberry are mentioned as anti-inflammatory or immunity supporting ingredients, both are also popular ingredients due to their coloring properties. Read our blog “Global Consumer Trends Driving the Future of Innovation” to learn how coloring solutions can fit in functional concepts. Are you interested in receiving a color solution for your next concept or formulation? Please contact our team here.
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