Interest in functional ingredients, particularly protein and fibre, continues to grow as consumers increasingly prioritise their health and wellness choices. The global focus on well-being has influenced purchasing decisions, with 23% of consumers opting for food and beverages containing health-boosting ingredients.
According to recent market research, nutritional value has become a key factor in consumer decisions, with more than a quarter of shoppers emphasising the importance of products rich in nutrients to support overall health. This trend has driven significant growth in products with health claims, particularly those high in protein and fibre.
Protein, in particular, has seen notable expansion, with product launches promoting high-protein content growing by 32% year-over-year from 2023 to 2024. Consumers cite various reasons for their preference, including enhanced energy, weight management, and immune system benefits. There is also increasing demand for more specific protein claims, such as faster-digesting or more bioavailable proteins, catering to different consumer needs.
Similarly, fibre is increasingly sought for its digestive and gut health benefits. With a growing awareness of gut health, consumers are actively seeking functional products that support digestion, with fibre being one of the most common ingredients for these purposes. Other trends include a rise in fortified foods, particularly those rich in vitamins and minerals such as Vitamin C, D, and B vitamins, which support energy levels, brain health, and immune function.
In addition, botanicals, especially those that aid sleep and brain function, are expected to rise in popularity, with ingredients like lion’s mane mushrooms, L-theanine, and lavender gaining traction. These developments underscore a broader shift towards health-focused and functional ingredients in the market, driven by a demand for improved well-being.