April 25, 2025 – Functional health has become a key focus globally, shaping how consumers approach their physical and mental well-being. As lifestyles become busier and stress levels rise, the demand for functional health solutions, such as personalized nutrition, fitness regimes, and holistic wellness practices, continues to grow. Innova’s 360 research into consumer behavior toward functional health highlights the market, trends, and the future of functional product innovation.
Consumer Preferences
Consumers globally are becoming proactive about their health, with Millennials extensively leading the trend. Health trends reveal that a growing number of consumers prefer regular food and beverages that offer targeted nutrition. 1 in 3 consumers prioritized spending on products with health benefits over the past year. As a result, manufacturers are trying to attract consumers with health-benefiting whole foods, fostering brand loyalty over time. Generational gaps shape consumer preferences for desirable and targeted nutrition products. Young generations seek gender-specific and genetic-based nutrition, while older consumers prioritize age-specific and balanced nutrition products.
1 in 3 consumers prefer to take control of their health, but many exhibit anxiety or confusion over the best course of action. Interestingly, consumers’ primary physical health concerns differ from their product purchases. For instance, their top concerns are weight management, heart health, and healthy aging, while purchasing patterns indicate a stronger preference for gut health, immunity support, and energy-boosting products. This discrepancy suggests that many consumers focus on short-term solutions rather than long-term health commitments.
Functional Health Market
Macro forces, such as increasing health concerns and the rise of the aging population, influence nearly half of consumers to prioritize a healthy diet for overall well-being. Functional health benefits are widespread among consumers, surpassing the total food and beverage and supplement launches in the past year. Although the supplement is functional in nature, the category growth is modest and varies by year.
The functional health food and beverage marketplace is extensive, with Alpro leading product launches, followed by Auchan, Activia, Quaker, Ah, and Schaer over the past year. These launch ranges include dairy alternatives, drinkable and spoonable dairy yogurt, cereals and products made with oats, and gluten-free bakery and snacks. In the supplements category, name brands and private labels lead the market, showing only minimal launches during the same period.
Trends in Action
Innova’s food trend “Ingredients and Beyond,” highlights product differentiation through ingredient quality. Aligning with this trend, consumers increasingly perceive improved ingredient quality, with name brands now on par with store brands. However, budget constraints might push the younger generation and boomers toward store brands due to lower prices.
Globally, more than half of consumers prefer targeted nutrition for health issues or lifestyle. This aligns with the “Precision Wellness” trend, emphasizing how information culture is challenging brands to meet targeted nutritional needs at any life stage. Millennials, at health turning point of their lives, deem personal or customized nutrition plans more important than other generations.
Health trends indicate that consumers are increasingly showing concern about their mental health, including stress and anxiety, sleep and insomnia, tiredness and fatigue, memory, and depression. This makes them choose products benefiting mental well-being, which aligns with “Mood Food: Mindful Choices” food trend. It highlights the growing demand for products that support mental and emotional well-being.
Functional Health Claims and Product Launch Trends
Globally, 1 in 7 food and beverage products launch with functional claims, with Europe leading the market in the past year. Protein, fiber, energy, and whole grain are the top health claims during the same period.
Products featuring immune health claims increase in growth, reflecting heightened consumer awareness of immunity since COVID. Protein and fiber continue to be leading health claims in the past year.
What’s Next in Functional Health Trends?
Functional health products are increasingly tailored to meet diverse needs across age, lifestyle, and health priorities. Bundling multiple benefits, such as balanced nutrition, clean environmental claims, and affordability, can enhance consumer appeal. On-pack communication is vital for attracting consumers. Brands can leverage social media and other types of campaigns to attract targeted consumers from different demographics.
Health trends show that younger generations, particularly Millennials, remain pivotal to building long-term brand loyalty due to their engagement with health-conscious choices. Brands can utilize this opportunity and focus on launching products that have a positive influence over their diet and lifestyle. Amid economic uncertainty, emphasizing value and resilience through health-focused products can attract cost-conscious consumers.
With an increase in functional health awareness, brands that launch products that are convenient, holistic, and affordable are likely to appeal to global consumers.
This article is based on Innova’s Consumers’ Attitude to Functional Health – Global report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
