The embrace of “food as medicine” is driving the demand for functional foods and beverages that offer health benefits, with a focus on holistic wellness and personalized nutrition.
The concept of “food as medicine” is gaining popularity as consumers seek holistic health solutions. Marketers are exploring health claims and functional suggestions to cater to this trend. Functional ingredients like caffeine, blueberries, spinach, electrolytes, antioxidants, probiotics, and added protein are widely recognized and offer various benefits. However, taste remains a significant factor in consumers’ food choices. New functional ingredients, such as adaptogens and nootropics, are becoming popular, and proper dosing is essential for their efficacy. Postbiotics, which are healthy metabolites produced by the microbiome, are gaining attention. Functional foods are often delivered through beverages, with immunity support being a universal consumer preference.