July 15, 2025 – Consumers around the world are increasingly aware of the link between diet, nutrition, personalization, and overall health. More than half say they believe in the effectiveness of personalized nutrition plans, with many using them to manage specific health and lifestyle needs. This creates a clear opportunity for companies to offer products tailored to individual concerns. Innova’s Trending in Functional Food: Tailoring Nutrition to Consumer Needs – Global report explores product launches in this space, examining how positioning, flavor, and category trends are evolving. Part of Innova’s Hot Topics Reports series, this report provides a focused, up-to-the-minute view of major developments shaping the food and beverage landscape. These reports help brands navigate emerging consumer behaviors and disruptive themes as they take shape.
Impacts for Heath & Wellness
Increased health awareness has led consumers to focus more on their diets and seek tools for individual health goals. As the global population ages, there is a shift in focus toward health and vitality, reflecting the changing lifestyles and aspirations of older generations. At the same time, an aging population, increasing obesity rates, and limited access to quality healthcare and nutritious food are putting more pressure on healthcare systems and raising consumer concerns.
Consumers Prioritize Health & Wellbeing Above All Else
Functional food trends reveal that 1 in 3 consumers globally say health and wellbeing is a top spending priority beyond living essentials. 39% have taken much or a great deal of action to live healthier in the past 12 months, while 59% of consumers globally say their approach to healthy living is proactive.
Rising Demand for Nutrition & Functional Health Fuels Market Growth
More than half of consumers believe that the more personal or customized a nutritional plan is, the more effective it becomes. As a result, F&B launches with functional nutrition claims have risen by 6%. About a third of these launches came from West Europe in 2024, suggesting this market is driving the trend toward personalized and functional nutrition in particular. The primary health goals for global consumers are mental/emotional wellness, vitality and energy, preventing disease, and weight loss.
Mental Wellness
Functional food trends show that 2 in 3 consumers globally associate feeling well with being mentally happy and positive. 2 in 5 consumers globally say their main concern related to mental health is stress and anxiety. Despite these figures, only 1 in 4 consumers globally say they have purchased functional food and beverages for stress and anxiety in the past year. Still, brands are tapping into consumers’ desire for stress and sleep management. For example, functional fruit juice from Pfanner, with vitamin C for the natural formation of collagen in the skin and it protects cells from oxidative stress. Other vitamins, particularly B vitamins and vitamin D, can also be utilized by brands for their mental health benefits. In fact, 60% of new food and beverage launches with a brain claim contain a vitamin B ingredient.
Physical Wellness
Functional food trends show that weight management is a leading physical health concern, yet a gap remains between consumer concerns and their purchasing behavior. However, brands are launching targeted innovations for GLP-1 users. For example, Smoothie King launched a GLP-1 support menu for those using GLP-1 agonists to help them achieve weight loss or weight management goals. The line features high-protein smoothies with over 20 grams of protein.
Beyond weight management, consumers’ concern for heart health opens doors for innovations across various categories, particularly in the supplements category. 71% of launches tracked with a heart health claim in Europe are supplements.
The Broader Wellness Shift: Energy & Immunity
Energy/alertness and immune claims are the top global health claims in new F&B launches tracked with a healthy aging claim. An example of a product launch is Baïa’s Brain Latte, which helps improve memory and cognitive health, giving energy and reducing blood glucose spikes. Another is Daily Harvest’s Fudgy Hazelnut Brownie Bites, which is a superfood-packed snack containing reishi mushrooms for their immune-boosting properties.
What’s Next in Functional Food Trends?
While all consumers prioritize balanced nutrition, generational differences call for personalized innovation. Functional food trends show that younger generations, like Gen Z and Millennials, tend to prioritize performance nutrition, while older generations, like Gen X and Boomers, prioritize age-specific nutrition more. Skin health is a key part of wellness and is driving demand for beauty-boosting functional F&B, with 1 in 3 consumers globally saying they seek a healthier lifestyle to look good. Furthermore, brands are recognizing the importance of personalized nutrition, catering to specific dietary needs and health goals across life stages — with a focus on tailored solutions that meet individual needs.
This article is based on Innova’s Trending in Functional Food: Tailoring Nutrition to Consumer Needs – Global report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
