The global functional food and beverage market is now worth a colossal $364bn (€317bn), and growing fast, with market analysts, Fortune Business Insights, putting its current CAGR at over 10%. If this growth continues, it’ll be worth over $793bn by 2032.
So, what are the trends powering this growth? What physical benefits are consumers looking for, and what ingredients are brands using to achieve them?
We look at the top five.
1. Gut health dominance continues
Worth over $14bn, and expected to exceed $32bn by 2035 (market analysts Future Market Insights), gut health continues to dominate the functional ingredients landscape.
“With consumer demand for tailored wellness support and the expanding body of research around the gut microbiome’s connection to various aspects of wellbeing, pre-, pro- and postbiotics are critical to what’s next in health and wellness,” says Vaughn DuBow, senior director of product portfolio marketing, health and wellness at ingredients supplier ADM. “From support through the gut-brain axis, gut-muscle axis, gut-skin axis and more, there is boundless opportunity for biotics.”
Major brands are actively integrating gut health functionality into confectionery and snacking formats. Nestlé has launched a range of probiotic gummies and chocolates designed to support digestive and immune health, featuring clinically backed strains like Lactobacillus and Bifidobacterium, and formulated for both adults and children. Hershey is entering the wellness space through its partnership with VitaKey, aiming to embed probiotics and micronutrients into snackable formats such as bars and bites. General Mills has expanded into functional sweets with sugar-free probiotic candies, combining indulgence with microbiome support.
In beverages, PepsiCo launched Pepsi Prebiotic Cola, featuring chicory root fibre and reduced sugar, marking a strategic move into wellness following its $1.95bn acquisition of Poppi, and Coca-Cola released Simply Pop - a prebiotic drink under its Simply brand, offering 6g of fibre per can and no added sugar.
With 59% of global consumers prioritising gut health for overall wellbeing (Innova Market Insights), these innovations reflect a broader shift toward functional formats that are both effective and enjoyable.
2. Protein powers growth
Worth an estimated $12.1bn, the protein-product market is projected to reach $27.4bn by 2034, expanding at a CAGR of 8.5% (market analysts Precedence Research).
“Protein is top-of-mind for consumers, with some targeting to reach around 30g to 40g of protein in each meal,” says ADM’s DuBow.
And while animal proteins remain dominant in the space, plant proteins are driving innovation and inclusivity in food and beverage.
“There is increasing consumer interest in diverse protein sources,” says DuBow.
Brands like Optimum Nutrition, Vital Proteins, and Premier Protein continue to dominate this space. Nestlé has expanded its high-protein offerings with products like Nesquik High-Protein Chocolate Milk Drinks and Boost Pre-Meal Hunger Support. Mars, Inc. is also capitalising on the trend, launching high-protein versions of Mars, Snickers, Bounty, and M&M’s, blending indulgence with functional nutrition.
Meanwhile, plant-based proteins are gaining momentum due to their sustainability, digestibility, and appeal to plant-based and flexitarian consumers. Ingredients like pea, chickpea, mung bean, fava bean, and almond protein are increasingly featured in ready-to-drink shakes, dairy alternatives, and vegan performance blends. Ripple Foods has launched Ripple Protein Shakes with 20g of pea protein per serving. Danone’s Alpro and GetPRO brands offer high-protein drinks, yoghurts, puddings, and mousses, with up to 25g of protein per serving. And German brand Harvest Moon has developed products including Tiramisu Protein Pudding, made with soy protein, reflecting the growing demand for plant-forward functional indulgence.
Together, these developments reflect a dynamic and evolving protein landscape in 2026, where both animal-based and plant-based sources are being leveraged to meet diverse consumer needs.
3. Mental health and cognitive support
Consumer demand for functional ingredients that support mental clarity, stress relief, and emotional balance is driving innovation across food and beverage categories. Key ingredients include adaptogens like ashwagandha and rhodiola, known for helping the body manage stress and maintain homeostasis, and nootropics such as L-theanine, magnesium threonate, and lion’s mane mushroom, which support focus, mood, and cognitive performance. Saffron, traditionally used for mood enhancement, is also gaining traction in supplements and functional blends.
These ingredients are increasingly featured in multi-functional formats like gummies, powdered drink mixes, functional coffees, and mood-enhancing snacks, offering consumers convenient and enjoyable ways to support mental wellness.
“85% of global consumers state that a balanced approach to physical, mental and emotional health is key to vitality, and 81% believe vitality is a good indication for personal health,” says ADM’s DuBow. "Furthermore, 75% believe that the foods and beverages they consume play a crucial role in how they age, and 74% want to promote their general wellbeing through convenient means."
Brands are responding with a wave of new launches. Brighter A.M. introduced Morning Magic, a drink mix combining green tea caffeine with L-theanine, KSM-66 ashwagandha, rhodiola, and lion’s mane for “calm focus” without jitters. Clevr Blends have released adaptogen-infused lattes.
Confectionery brands are also entering the space, incorporating adaptogens and nootropics into indulgent formats. Products like Happy Fruit Calm Candy is said to deliver fast-acting stress relief through a blend of ashwagandha, GABA, and L-theanine, while NeuroQ Calm Thinking Gummies combine lemon balm, chamomile, and L-theanine to promote focus and calm without drowsiness.
These products reflect a broader shift toward holistic self-care, where consumers seek functional foods that nourish both body and mind.
4. Longevity
The longevity focus in food and beverage is rapidly evolving, with brands incorporating functional ingredients that support cellular health, cognitive function, metabolic balance, and healthy ageing.
“The Global Longevity Market is accelerating fuelled by an increase in the ageing population and the elderly healthcare spending,” says a spokesperson for market analysts Market Research Future. “With increased life expectancy people are becoming more inclined towards ensuring better quality of life during their elder years.”
Key ingredients include NMN (Nicotinamide Mononucleotide) and resveratrol, which boost NAD+ levels and activate sirtuins - genes linked to cellular repair and stress resistance. These are often paired with spermidine, fisetin, and curcumin to enhance mitochondrial function and reduce inflammation. Collagen peptides remain popular for skin, joint, and bone health, while ergothioneine, dubbed the ‘longevity vitamin’, is gaining traction for its antioxidant and neuroprotective properties.
Brands are responding with targeted product launches. Nestlé has introduced N3 milk powders, designed for healthy ageing. Blue California’s ErgoActive ergothioneine is being used in functional beverages for sleep, immunity, and telomere support. Honey Stinger launched Pocket-sized Peanut Butter Energy Waffles, formulated for sustained energy and active ageing. Meanwhile, Danone’s Nutricia division continues to develop medical nutrition products tailored to ageing populations.
These innovations reflect a growing consumer desire to not just live longer, but to live better, driving demand for foods and drinks that deliver science-backed longevity benefits in accessible, enjoyable formats.
5. Women’s health
Women’s health is emerging as one of the most dynamic and underserved segments in functional food and beverage innovation.
“The foods we as women eat are so important in supporting our health and wellbeing,” says Dr Angela Mazza, medical director of Metabolic Center for Wellness.
And brands are starting to take note, not just of the need but of the opportunity, and are formulating products to support women through all life stages. Emerging functional ingredients in the space include chasteberry, maca, Siberian rhubarb, flaxseed lignans, probiotics, collagen peptides, magnesium, and adaptogens such as ashwagandha and reishi mushrooms.
Melati Drinks and Narra have launched botanical elixirs and oat milk tea lattes tailored to hormonal support and emotional wellbeing. Rise Wellness introduced Protein Pop, a clear, non-carbonated drink with 20g of whey protein, designed to support lean muscle and satiety during weight management. And menopause-support brand Mena has launched protein bars and breakfast cereals.
As stigma around women’s health continues to fade, and demand for targeted, transparent solutions grows, the category is poised for significant expansion, driven by both consumer advocacy and ingredient innovation.
A new era of everyday wellness
As consumers increasingly seek products that support holistic wellbeing, the food and beverage industry is responding with science-backed, functional ingredients that deliver real benefits - from gut health and protein to mental clarity, longevity, and women’s wellness.
With major brands entering the space, and innovation accelerating across categories, 2026 is shaping up to be a pivotal year where nutrition meets purpose, and everyday foods and beverages become tools for better living.
