Generation Health
the progress towards broader wellbeing goals

In 2023 and beyond, we see consumers continuing to prioritise investment in health and wellbeing. Developers will therefore look to create products that include health functional benefits, such as protein-rich or immunity-boosting foods.


Research shows that the average annual growth of food and beverage launches with “functional” as part of the product name has risen steadily at 59% year-over-year between 2016 and 2020¹.


Find out what consumers are looking for...


¹Innova Market Insights, 2020

Meet the Functional Foodies


Consumers seek out diverse benefits from their packaged and staple choices, including better hydration, improved energy and immune support.


Nutrition Gets Personal


Consumers know it takes trial and error to find out what works for their own mind and body. They are looking for support from brands that can offer personalised nutrition advice, recommending dietary and lifestyle changes as well as the supplement products that are right for them as individuals.


Expert Q&A 

Gilles Donneaud, Business Unit Manager in France & Category Director for EMEA, explains how the trend for healthy lifestyles is evolving. 


How have consumer health priorities evolved in recent years?

"Consumers are now more aware of the importance of diet in supporting overall health and wellbeing. As reducing or cutting out sugars has become mainstream, awareness of good carbs, good fats, fibre and antioxidants is also growing significantly. A direct result has been the trend towards prioritising gut health, immunity and brain health, among other areas."


Would you like to read the full interview with Gilles? Click on the button below to download the Generation Health Trends Spotlight.

Sleep quality not only impacts immune health, but also energy levels, digestion, focus, physical performance, anxiety, and more². Read here how fiber and other ingredients affect gut health.

Ingredients that promote better sleep can be targeted toward these health areas in order to appeal to a more diverse audience.

²Innova Database, Top Ten Trends Survey 2020


Find your perfect functional foodies with IMCD. 

Next Chapter: Immunity

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