The Future of Functional Nutrition
How leading F&B brands can win in a $793 billion wellness market
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In this eBook:
- Why wellness-first eating is now the norm
- What real-time consumer behavior tells us about energy, gut health, hormones & more
- From Lion’s Mane to Ashwagandha: the rise of functional formulas
- How to build smarter products, faster
Functional Isn’t a Trend—It’s the New Baseline
- 61.59% of consumers choose food and drinks that support energy and focus.
- Gut health, cognitive clarity, and hormonal balance are no longer niche needs—they’re expectations.
- Lion’s Mane – 469x more likely to appear alongside other functional ingredients
- Matcha – +4953% YoY growth on menus
- Kefir, kimchi & sauerkraut – Now pantry staples for gut-conscious consumers
- Ashwagandha & soy – Hormone health heroes, especially for women 40+
Top Functional Ingredients Consumers Love
Smart Strategies to Win the Functional Consumer
- Innovate with speed – Use AI to identify and act on functional trends faster
- Educate through influencers – Win trust and credibility in emerging micro-niches
- Design for purpose – Build around cognitive clarity, hormonal balance, and gut wellness