March 26, 2025 – Mindful Choices is trend #7 in the Innova Market Insights Top 10 Trends 2025. Consumers are increasingly prioritizing foods and beverages that support their mental and emotional wellbeing. This growing demand for mood foods reflects a desire for functional ingredients and sensory experiences that connect with their feelings and enhance overall wellness. Innova’s 360 research on consumer trends and launches in the food and beverage industry explores this health trend.
This article is based on Innova’s Top Trends 2025 #9: Mindful Choices – Global report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
Mood Food Trends
Consumers are increasingly prioritizing their mental and emotional wellbeing, with 36% globally identifying it as their primary health goal. However, there is a notable gap between consumer concern and the availability of functional food and beverages addressing mental health needs.
Health trends reveal that stress and anxiety, tiredness and fatigue are common mood or emotional health concerns, leading consumers to seek functional products. Despite 92% of consumers having some type of mental health concern, mood and emotional health concerns often outweigh worries about memory and mental acuity.
Generational preferences shape product opportunities. Boomers are more concerned about memory and mental agility, while Gen X and Millennials focus on tiredness management. Meanwhile, Gen Z and Millennials prioritize stress relief and mood improvement, indicating a demand for innovative solutions tailored to their needs.
Vitamins and Minerals for Brain Health
Consumers increasingly seek functional food and beverages for mental health support, with vitamins and minerals playing a key role. Vitamin B6, B9, B12, Vitamin D, Vitamin C, magnesium, and Vitamin E are the 5 ingredients desired in functional
food and beverage for mental health. Product launches with brain health claims containing vitamin B have experienced a 60% growth globally over the past five years.
Consumer trends show that natural foods remain a priority for mental health support. Consumers prefer fruits, vegetables, fish, nuts, seeds, and bottled water to maintain their mental health. Products like Beta3 Very Berry Oat Bran Flakes offer daily benefits for heart, gut, and brain health.
Functional Food and Beverage Trends
Functional beverages are also gaining attention, with a 15% rise in soft drinks featuring brain health claims and vitamin B in the past year. Energy drinks increasingly include vitamins, minerals, and adaptogens for mental health benefits.
Consumer trends reveal that less than half of Boomers in mature economies have bought functional food and beverages for any aspect of mental health. It requires tailored marketing approaches to emphasize these benefits. Meanwhile, Generation Z is more receptive to holistic health solutions, reflecting a growing interest in the complementary use of traditional and modern medicine.
In Mexico, stress and anxiety are widespread concerns, yet fewer consumers purchase functional food for this mental aspect. This presents an opportunity to position vitamin-fortified semi-skimmed milk to reduce anxiety. Health trends show that beverage launches with brain health claims are also expanding, particularly with vitamins B9, B1, and B6, catering to the rising demand for mental health support.
Botanical Ingredients Trends
Botanical ingredients, ranging from herbs and mushrooms to plant-derived adaptogens, are gaining attention as natural solutions for stress relief and mental wellbeing. Over the past year, botanical ingredients with stress relief claims have experienced a 13% growth. However, consumer health trends reveal that while 2 in 5 consumers globally are concerned about stress and anxiety, only 1 in 4 have turned to functional foods or beverages to address these concerns. This gap presents opportunities for brands to innovate with stress-soothing botanicals.
Targeted formulations can cater to different consumer segments. For instance, Biofuture has changed the oils, vitamins, and fatty acids used in Nod Health Oils for the Mama range to meet the nutritional needs of age 50+ and pregnant and breastfeeding mothers. In the US, 71% of adults believe reducing stress would improve their overall outlook. Traditional Medicinals’ Stress Ease teas display how botanical blends can offer calming benefits.
While hot botanical teas are popular for promoting relaxation and better sleep, cold beverages are also expanding in the mental wellness space. Adaptogenic and nootropic botanicals, bioactive compounds, and alcohol-free options support mood and cognitive health. Health trends show that supplements with mental acuity claims have experienced a 26% rise, while RTD sports drinks with brain health claims have seen a 28% growth, highlighting growing consumer demand for functional support.
Indulgent Innovations Trends
49% of consumers are increasingly trying indulgent and premium food and beverages to lift their mood. At the same time, 52% are willing to compromise on indulgence for healthier choices. Non-alcoholic drinks are emerging as an option for emotional wellbeing. As consumers prioritize feeling mentally and emotionally well, they are shifting from traditional indulgences like chocolate to healthier alternatives like nuts and seeds.
Healthy aging is a key focus, with over 2 in 3 consumers considering it highly important. Stress and anxiety, sleep and insomnia, tiredness and fatigue remain top mental health concerns. Health trends indicate that more than half of consumers globally already consider functional food and beverage for mental wellness to be effective. Brain and mood claims are expanding in supplements and other special nutrition categories. There has been a 12% CAGR growth in supplements with a brain health claim in the past five years. Brands are responding by offering indulgences that also support mood health.
What’s Next in Top Consumer Health Trends?
Globally, 61% of consumers consider wellbeing as feeling mentally happy and positive, driving a growing interest in strategies to support mental and emotional health. Consumer trends reveal that eating healthily remains their top priority, with 56% believing that functional foods and beverages for mental health are effective. However, gaps persist between consumer concerns and actual purchases, highlighting the need for greater awareness and engagement. As companies move forward with innovation to support mental health, they can educate and excite consumers about these products.
Consumers in Asia and Latin America are particularly receptive, with 84% purchasing functional products for mental wellbeing, influenced by the strong presence of traditional medicine. In contrast, consumers in Europe and North America are less likely to buy functional products, though interest is growing, especially among Generation Z. While stress and anxiety are common concerns across all age groups, memory support is a key focus for Boomers.
Brands have the opportunity to design and market functional food and beverages for mental health differently based on local traditions and generational needs. With increasing demand for mental health support, brands that combine traditional practices with modern innovation are likely to lead in the market.
This article is based on Innova’s Top Trends 2025 #9: Mindful Choices – Global report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
