Goji berries, omega-3 fatty acids, turmeric, juju berries, collagen, paprika, coenzyme Q10, antioxidants, vitamins, minerals, protein, and more are increasingly featured in food and beverage products aimed at improving specific health issues and enhancing focus, alertness, and overall wellness. This trend is primarily driven by an aging population concerned about health maintenance, rising medical expenses, and a growing interest in the link between healthier eating and overall wellness. However, as highlighted in the Mintel report, these concerns are influencing consumers of all ages.
According to a Technavio report, the global market for functional foods and beverages is expected to grow steadily, with a compound annual growth rate (CAGR) of nearly 8% from 2017 to 2021. During the same period, the U.S. market is projected to experience a CAGR of 6.53%. Given the thriving health and wellness trend and its promising market outlook, the sector focused on youth-enhancing foods and beverages is becoming increasingly attractive to growth-seeking companies.
Probiotics have gained popularity for their preventive benefits. In 2016, PepsiCo acquired the probiotic beverage company KeVita and launched its Tropicana Essentials Probiotics line last year, making it the first brand to introduce probiotics into the mainstream juice aisle. Furthermore, General Mills’ venture capital arm led a $6.5 million Series D funding round in March 2017 to support Farmhouse Culture, a startup specializing in fermented and probiotic foods and beverages.
In the realm of youth-enhancing ingredients, green tea and its polyphenols are recognized for their ability to reduce plaque buildup in arteries. Additionally, green tea is believed to help prevent wrinkles due to its anti-inflammatory and pro-elastic properties. To capitalize on these functional benefits, PepsiCo’s Pure Leaf organic loose-leaf teas and Starbucks’ Teavana ready-to-drink bottled teas are offering green tea varieties.
Other innovative functional food products are under development as researchers extract beta-glucan from mushrooms to support immune health, produce fiber-rich inulin flour from chicory root, and explore a variety of beneficial nutrients from algae. Beverage manufacturers are motivated by financial incentives, as sales of functional drinks surged by 11% over the past year, reaching $3 billion, according to market research from Spins, as cited by The Wall Street Journal.
Consumers can expect to see an increasing array of functional foods and beverages each year, as manufacturers and marketers strive to align their products with current trends. Among these products, calcium citrate vitamin D3 tablets are gaining attention for their dual benefits of supporting bone health and enhancing overall wellness, further demonstrating the growing demand for health-focused options in the market.