the progress towards broader wellbeing goals
The huge number of consumers who started to become more interested in health because of the risk of COVID-19 have had time to learn about healthy living and make progress towards their broader wellbeing goals.
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.
Food & Nutrition
Interview with Food & Nutrition Global Technical Director
Will immune health benefits remain a consumer priority over the decade to come? How can IMCD support brands in delivering these?
Consumer interest in immune support is still driven by general high demand for food and beverage products with functional properties that are health-promoting, disease-preventing and energy-enhancing. At IMCD, we work with our customers to find the right ingredients to substantiate health claims that both align with regulation and resonate with consumers.
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 towards these health areas in order to appeal to a more diverse audience.
Find your perfect functional foodies with IMCD.
Next Chapter: Immunity
71% of consumers think getting enough sleep is important for their immune health²