Functional Nutrition in 2025
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Functional Nutrition in 2025
User responses 66,726
Survey Type Market Research
Audience All Audience
Top Insight
- Respondents prefer choosing functional foods for energy and focus over other reasons.
- Lion’s Mane is the most popular functional ingredient among respondents.
- Respondents associated innovation in functional nutrition with beverages more than with other categories.
1.
What’s your go-to reason for choosing functional foods?
Insight
61%
More than average
consumers prefer choosing functional food to support energy and focus.
61.59%
Energy And Focus
Energy And Focus
61.59%
41,097
Gut Health And Digestion
45.61%
30,436
Brain function
44.92%
29,975
Immune system
37.5%
25,023
Weight management
34.22%
22,835
Longevity And Healthy Aging
9.19%
6,129
2.
Which of these functional ingredients do you feel most confident recommending or consuming?
Insight
2X
More than average
respondents prefer consuming lion’s mane than ashwagandha.
41.08%
Lion’s Mane
Lion’s Mane
41.08%
1,816
Apple Cider Vinegar
29.13%
1,288
Collagen Peptides
20.02%
885
Ashwagandha
19.75%
873
3.
When exploring functional food products, what influences your trust the most?
Insight
3.8X
More than average
consumers chose functional food products backed by science or research than those trending across TikTok or Instagram.
58.83%
Backed By Science/research
Backed By Science/research
58.83%
10,841
Recommendations From Health Professionals
30.1%
5,548
Trending Across Tiktok Or Instagram
15.33%
2,825
Clear Nutritional Claims On Packaging
7.24%
1,335
Brand Transparency And Storytelling
3.34%
616
4.
Where would you like to see more innovation in functional nutrition?
Insight
88%
More than average
respondents prefer innovation in functional beverages.
88.2%
Functional Beverages (E.g., Nootropic Drinks, Mushroom Lattes)
Functional Beverages (E.g., Nootropic Drinks, Mushroom Lattes)
88.2%
21,492
Snacks With Benefits (E.g., Protein Chips, Adaptogenic Bars)
13.77%
3,354
Personalized Nutrition (Based On Dna, Microbiome, Etc.)
10.89%
2,653
Everyday Staples (Bread, Pasta, Etc.) Made Functional
7.38%
1,798
Restaurant And Foodservice Integration
3.41%
831
5.
What’s one functional health claim you wish more brands could deliver on?
Insight
1.6X
More than average
consumers prefer brands that deliver on improving focus and cognition than reducing stress and anxiety.
40.1%
“Improves Focus And Cognition”
“Improves Focus And Cognition”
40.1%
579
“Boosts Immunity Naturally”
35.87%
518
“Aids Digestion Without Bloating”
32.48%
469
“Reduces Stress And Anxiety”
23.96%
346
“Balances Hormones”
15.58%
225