February 3, 2025 – Innova Market Insights analyzes global consumer ingredient trends. We investigate how consumers think, feel, and act regarding ingredients, focusing on physical health, mental wellbeing, gut health, and functional ingredients. We discuss how consumers strive for their main health goals, tackle concerns, and use strategies to improve their health through diet.
How Consumer Ingredient Trends Drive Healthy Lifestyle Choices
Feeling well is the main reason global consumers are seeking a healthier lifestyle. Consumers are using strategies to look and feel their best, both mentally and emotionally. Overall, consumer trust in brands is going down. Food ingredient trends reveal that global consumers want more honesty and transparency. They also want to know that what they buy is worth it and matches their values. The top health goal for consumers is to be mentally or emotionally well.
The Role of Packaging and Clean Label in Ingredient Innovation
Most ingredient knowledge comes from information and certifications on packaging, reflecting how ingredient innovation is communicated directly to consumers. Consumers also look for information from health or nutrition websites. Ingredient lists and nutrition labels are the main sources consumers worldwide use to evaluate a product’s healthiness. For 1/3 of consumers, a good ingredient list includes only real ingredients. Clean label claims can support brand integrity and trust. For example, Lotus Peach and Passion Fruit Lassi is made with real fruit and contains no preservatives or artificial flavors and colors, showcasing ingredient innovation through clean and minimal formulations.
Why Quality is the Top Ingredient Trend in the Global Market
Providing clear, easy-to-understand information is essential to improve brand integrity. Beyond ingredients, price is the top-quality concern for consumers worldwide. Besides price, freshness and health benefits are also important to consumers. Ingredient trends show that consumers globally prefer clean label features like no artificial ingredients or additives. More than 1/3 of consumers prioritize premium quality products or ingredients. Brands should invest in product quality and provide real benefits that consumers can rely on.
Generational Trends in Ingredients
Older generations would replace a familiar ingredient with a new one if it is healthier and more natural. Meanwhile, Millennials and Generation Z are open to trying unfamiliar ingredients if they are more sustainable. Sugar is the main ingredient that consumers in Millennials, Generation X, and Boomers want to avoid. In contrast, high protein is the most attractive claim for Generation Z.
Global Consumers Increasingly Engaging with Healthy Living
Around half of consumers worldwide pay attention to their nutrition when eating regular food and drinks, with more consumers checking ingredient lists to evaluate ultra-processed foods. Cooking fresh meals with high-quality, safe ingredients is an important health strategy for consumers, reflecting current ingredient trends. Additionally, many consumers worldwide limit snacking and focus on portion control. However, when selecting snacks, 57% of consumers seek protein.
Vitamins Top Ingredients for Appearance
Heart health and healthy aging present the largest opportunity gaps in physical health worldwide. Vitamin C and vitamin E are the top ingredients consumers look for to improve their appearance. Food ingredient trends show that about 1 in 5 Generation X consumers believe that functional ingredients that enhance physical health are worth a higher price. For example, food and beverage products with vitamins, like Roar Organic Mango Clementine Vitamin Enhanced Beverage, contain vitamin E.
Top Functional Ingredients for Mental Health and Stress Relief
Globally, 40% of consumers recognize the importance of managing stress and anxiety for their mental health, influencing their food choices. However, ingredient trends indicate that only 25% have purchased functional foods or beverages for these issues. The gap between concern and purchase presents an opportunity for brands to create functional drinks with ingredients that relieve anxiety and stress. Approaches to mental health often focus on foods and drinks rich in multivitamins. There are also opportunities to categorize products for different age groups and use regional ingredients to reach consumers around the world. Specifically, botanical and nutraceutical ingredients are gaining popularity for stress relief and focus. For example, ashwagandha for stress relief and lion’s mane mushroom for brain support are found in Be Calm White Chocolate With Speculoos Ashwagandha Cookies.
Why Fiber is the Next Big Trend in Gut Health and Nutrition
Increasing awareness of microbiome health highlights fiber as the next trending ingredient. Ingredient trends reveal that digestive health is the main reason people buy functional food and drinks worldwide. Fiber ingredients are gaining attention for gut health improvements, with 50% of consumers preferring snacks with fiber. Vitamin D, probiotics, and omega-3 fatty acids are also key ingredients consumers are looking for to improve gut health. There is also a strong link between gut health and various health benefits, including weight management, bone health, and heart health, which are key elements of healthy aging.
The Future of The Food Industry
The future of the food industry will be shaped by ingredient innovation that bridges the gap between nutrition and sustainability. As quality becomes a priority for consumers worldwide, food and beverage brands must make it a key part of their value proposition. Customers associate quality with factors like freshness, ingredient transparency, safety, and nutritional value, which go beyond just higher prices.
Furthermore, consumers are increasingly choosing food and beverage products that promote beauty and wellness from within. This ingredient trend offers opportunities for brands that focus on functional nutrition. Nutrition targeting mental wellness is also growing fast. Food and beverage brands that create functional, fortified products to support mental clarity, stress relief, and mood balance can tap into the increasing demand for foods that aid emotional well-being. As gut health becomes linked to weight management, bone health, heart health, and overall well-being, consumers are looking for food and beverage options that do more than just aid digestion. Brands that integrate digestive wellness into a broader health strategy are well-positioned to succeed in the functional nutrition market.
This article is based on Innova’s Consumer Attitudes Toward Ingredients – Global report. This report is available to purchase or with an Innova Reports subscription. Reach out to learn more.