September 4, 2025 – Holistic health means being proactive about health and wellness. Post-pandemic, consumers take preventive actions toward long-term health. Consumers also are becoming more self-sufficient about their health so that they can be at their best mentally and physically. They treat themselves with healthy food and beverage products with benefits such as vitality, energy, and weight management. Innovation is supporting these trends with products with more than one health benefit and functional ingredients such as ashwagandha, collagen, and functional mushrooms.
Impact From Anti-Obesity Medications
Consumers in developed countries with high obesity rates are very interested in weight management. New anti-obesity medications introduced in the US, including Ozempic, Wegovy, and Zepbound, impact the satiety hormone glucagon-like peptide-1 (GLP-1) which is produced naturally in the intestine. GLP-1 boosts insulin production, helps lower blood sugar, slow down stomach emptying, and reduces hunger. Nutrition is essential for health and long-term success on GLP-1 medications. The food industry can help prevent nutrient deficiencies with ingredients such as protein, fiber, and functional carbohydrates. Holistic health trends highlight opportunities for innovations such as products high in protein and fiber, and foods, shakes, bars, meal replacements, and supplements that are low in sugar and have a low glycemic index. One such product is a new shelf-stable Oikos Protein Shake introduced by Danone, with 30g of complete protein, 5g of prebiotic fiber from inulin, and only 1g of sugar.
Some Ingredients Enhance GLP-1 Naturally
While consumers are interested in anti-obesity medications, they also are concerned about side effects and long-term impact. So many are interested in food and drink products that increase GLP-1 production naturally. Some of these are based on specific proteins such as collagen peptides alone or in combination that enhance GLP-1 production and support glucose metabolism when taken before a meal. Consumers on GLP-1 drugs need small portions rich in nutrients such as protein to support muscle, fiber for digestion, vitamins, and minerals. A carbohydrate from Beneo, isomaltulose, can stimulate release of GLP-1 and other gut hormones. Ingredients like isomaltulose, impact the gut-brain axis that is the line of communication between the GI tract and the central nervous system and brain.
Biotics for Wellness
Several new biotics are associated with holistic health. A heat-treated postbiotic Bifidobacterium longum CECT 7347 (ES1) by ADM recently was recognized as an innovator in immune and gut health. Its effects are supported by clinical trials. A new ADM postbiotic, Lactobacillus gasseri CP2305, has benefits for cognitive and emotional health. Postbiotics are resilient and can withstand formulation stresses such as high heat and high-water content. They can enhance the health and wellness functionality of foods, beverages, and dietary supplements and are easy for consumers to fit into daily routines.
Psychobiotics are Emerging
Researchers are looking into how prebiotics, probiotics, and postbiotics interact with the gut-brain axis to improve physical and mental health. Psychobiotics are a new type of probiotics that help boost production of neurotransmitters that calm the nervous system, reduce inflammation associated with depression and other psychological conditions, modulate the body’s response to stress, and improve brain health by stimulating new neural connections. Holistic health trends are driving interest in psychobiotics, with product examples including functional cookie ingredients such as a patented Bifidobacterium longum 1714 strain that has been shown in clinical trials to address many aspects of mental wellness. The probiotic ingredient has been incorporated into dark chocolate that has been used in frozen yogurt and nutrition bars. Health Canada recently approved functional claims for a Lactobacillus plantarum probiotic for improved gastrointestinal health and stress reduction associated with irritable bowel syndrome (IBS).
Nutritional Compounds for Wellness
Biotics have become widely promoted for wellness and other nutritional compounds are joining the “Wellness Toolbox.” Botanical compounds include adaptogens and nootropics. Adaptogens are minerals or compounds derived from herbs that are marketed for boosting immunity and helping withstand stress. Nootropics, from the Greek “toward the mind,” are compounds that act directly or indirectly to impact functioning of the brain. Another popular bioactive nutritional compound is ashwagandha. The actions of ashwagandha toward brain health, women’s health, and women’s wellness are backed by scientific research. A new study shows that an extract from the roots and leaves of ashwagandha improves quality of life in menopausal women by reducing hot flashes, improving mood and cognition, aiding sleep, boosting energy, and reducing body aches. Holistic health trends are amplifying demand for such natural bioactives. A new product that is rich in nutritional compounds is the US-based “brain brand” Mosh, a protein bar. Mosh promotes its mental health support with ingredients such as adaptogens and several brain health nutrients, including the functional mushroom lion’s mane, the adaptogen ashwagandha, omega-3 fatty acids and medium chain triglyceride oil, the protein collagen, and vitamins B12 and D3. Other nutrients and functional compounds also are included. One is Cognizin, a science-baked nootropic that is promoted for supporting memory and attention in healthy adults. Cognizin is a patented type of citicoline.
These innovations show that although proactive products for holistic health and personalized wellness are relatively new, they have a lot of potential for growth among consumers who are looking at long-term health in a more holistic way.
This article is based on Innova’s Holistic Health: Appetite for Personalized Wellness – Global report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more