What is the first thing that comes to your mind when someone says “functional foods”? With so many food trends taking the world by storm, it is hard to keep track. So it’s understandable if you are struggling to come up with a coherent definition, which is why this blog aims to clarify at least some confusion.
Introduction to Functional Foods
Functional foods refer to nutrient-rich foods or ingredients that have proven health benefits. Also known as nutraceuticals come in various forms, such as fermented foods & drinks and supplements to help consumers meet their daily nutrition needs. In addition to being nutrient-rich, these foods offer other benefits, such as improved gut health, better digestion, enhanced sleep, optimum mental health, and better immunity, which prevents the risk of various chronic diseases.
Growing customer focus on improving health and fitness has prompted several nutraceutical manufacturers, such as Danone S.A., Nestle S.A., General Mills, and Glanbia PLC, to launch functional ingredients, foods, and drinks that help customers reach their daily nutrition targets.
Japan: Birthplace of Functional Foods
The concept of functional foods and beverages first came into being in Japan in the 1980s, wherein government agencies approved foods and beverages that proved to be nutritious. These approvals were aimed at improving their citizens’ health and well-being. Some of the most popular examples of these foods and drinks include milk fortified with vitamins A and D, probiotic yogurt, folic acid-enriched breads, and iodized salt. This concept has now become a well-established market that is flourishing every year.
In fact, Fortune Business Insights, a reputed market research organization, has estimated that the functional food and beverage market value is predicted to reach USD 793.60 billion by 2032.
Rise of Functional Foods
The popularity of functional foods has only gone from strength to strength since its inception in the 1980s, as customers are witnessing a strong rise in their annual disposable incomes. This factor has given them more freedom to splurge on these foods as they come with a higher price tag compared to other food products. Moreover, the demand for convenience foods has also increased considerably, especially after the COVID-19 pandemic, further enhancing the demand for functional foods.
Gen Z: Pioneers of Healthy Food Trends
With rapid lifestyle changes occurring almost every day, physical and mental well-being has taken precedence for the global population, especially the younger generation. The Gen Z population has more access to different types of information than the previous generations due to their early access to social media platforms. These platforms reshaped Gen Z’s perception regarding the connection between food and wellness.
In fact, this generation of the global population has become a pioneer in several health trends, such as the adoption of plant-based and sustainable diets. Functional foods take center stage in these diets as nuts, seeds, and plant-based alternatives to animal products are widely used to help people with dietary restrictions meet their daily nutrition goals.
Role Of Functional Foods In Health And Wellness
After giving a brief introduction at the beginning of this blog, here is a detailed explanation of the benefits offered by functional foods:
- Better Management of Nutritional Deficiencies
Several diseases, such as osteoporosis, anemia, hemophilia, and goiter, result from inadequate nutrition. Patients suffering from these diseases are asked to add more nutrition to their diets. This is why functional foods have gained prominence among healthcare professionals due to their ability to help patients overcome their nutritional deficiencies. These foods are quite rich in various nutrients, such as fibers, vitamins, minerals, and healthy fats. Adding a combination of natural and modified functional foods to their everyday diet can help customers reach their nutrition goals and speed up their recovery from various diseases.
- Happy Gut Health
Functional foods can also help improve digestion by containing ingredients such as prebiotics, probiotics, and fiber, promoting gut health. With the growing consumption of fast foods, it has become paramount for consumers to prioritize their gut health, as most diseases stem from having a poor balance of good bacteria in the gut. Having optimum gut health and adequate physical activity can also help individuals better manage their weight and reach their desired health goals.
- Stronger Immunity
Functional foods play a crucial role in decreasing a person’s risk of contracting chronic diseases, such as hypertension, cardiovascular disorders, diabetes, and cancer. Many nutraceutical manufacturers are launching various products with ingredients that enhance consumers’ immunity and protect them from life-threatening health conditions.
For instance, in July 2023, U.S.-based Cargill launched three new solutions – Pink Himalayan salt, Go! Drop, and Gerkens Sweety cocoa powder, which focus on meeting their customers’ need for better nutritional value in foods. These products will help decrease the sugar, fat, and salt content in the foods they are added to and protect consumers against chronic diseases, such as diabetes, hypertension, and obesity.
- Enhanced Sleep Quality
Good sleep quality has been proven to have helped individuals decrease their risk of contracting chronic diseases, enhance their immunity, and promote brain function. Several functional foods and drinks can improve a person’s sleep quality without the need for pills! These include chamomile tea, kiwis, fatty fish, and almonds.
Nutri Avenue: Best Business Partner With Functional Foods
As the world’s leading FDA-registered health supplement raw material supplier, Nutri Avenue has always been paying attention to the functional food track. In recent years, consumers have deeply loved functional foods for their convenience and diverse functional properties. The market demand continues to expand, leading to the functional ingredients we provide also attracting the favor of functional food manufacturers with advantages such as large quantity, high quality, and wholesale price.
For example, carnitine raw materials suitable for fitness, mushroom raw materials with hot demand in the US market, herbal adaptogen raw materials that soothe the mind and improve sleep quality, such as Ashwagandha, natural sweeteners like stevia sweetener, various probiotics and prebiotics, etc. These raw materials help functional foods become more attractive and competitive in different functional tracks.
Popularity of Functional Foods: Region-Wise Analysis
Functional foods are still a novel concept in developing countries, such as those in the Asia Pacific. However, the region readily embraces convenience foods containing healthy and functional ingredients.
Countries across the region are increasing their reliance on dietary supplements as customers prioritize their overall health and well-being. It is now the leading producer and supplier of functional foods and nutraceuticals. Moreover, the rising number of young customers visiting fast food chains has increased their susceptibility to contracting diseases, such as obesity and diabetes. This factor is the key to popularizing the concept of nutraceuticals in the region and across the world.
North America is another major consumer of functional foods as a large percentage of the population in countries like the U.S. and Canada are health-conscious and taking various steps to improve their quality of life. An increasing number of people are turning vegan for various reasons, such as to decrease the impact of their dietary choices on the environment and reach their health goals faster.
More customers are looking to enhance their physical and mental well-being by adopting a nutrient-rich diet, which can trigger the sales of functional foods across the region.
Functional Foods: A Fad or Here To Stay?
The concept of wellness has taken a holistic turn today, as young fitness enthusiasts want to achieve their health goals without neglecting their mental health. The phrase ‘You are what you eat’ has caught on well with Gen Z, inspiring generations before them to invest more in their overall health. Nutrition bars packed with functional ingredients are becoming a staple among those looking for healthier ways to snack and avoid temptations that involve added sugars and artificial flavors.
These factors can be pivotal in increasing the popularity of functional foods, thereby making them a mainstay in many people’s diet regimes in the coming years.
About the Author
Priyanka R. Nair is an MBA (Finance) graduate who considers writing her true passion. She likes exploring and educating herself on different topics and writing articles that are reader-friendly and informative.
Source: https://www.fortunebusinessinsights.com/functional-foods-market-102269
