Consumers are looking for clearer nutritional benefits
Health has become an important part of how consumers choose food and drink. However, the functional value of everyday foods is becoming more important as consumers look beyond general health claims. They increasingly want to understand the specific nutritional benefits a product can provide.
FMCG Gurus’ research shows that 61% of global consumers believe it is important that products provide added health benefits. Meanwhile, 63% of consumers who were not experiencing health symptoms have researched dietary and lifestyle changes to take a more proactive approach to their wellbeing.
This highlights a shift from general healthy eating toward more specific wellness goals. As a result, everyday foods have an opportunity to play a bigger role in functional nutrition.
Consumers want to know what food can do for them
Consumers are paying greater attention to nutrients such as protein, fiber, vitamins and minerals. They are also considering how these nutrients can support areas such as energy, digestive health, immunity and everyday wellbeing.
This is influencing perceptions of healthy food. FMCG Gurus’ research shows that 75% of global consumers associate snacks that are high in vitamins and minerals with being healthy. In addition, 71% associate high-protein snacks with being healthy.
For consumers, this makes nutritional purpose increasingly important. Rather than simply knowing that a product is good for them, they want to understand how it can support their needs.
Everyday foods can compete in functional nutrition
Functional nutrition is often associated with specialist products such as protein bars, fortified beverages and supplements. However, many everyday foods naturally contain nutrients that consumers already seek.
Eggs, dairy, fruit, grains, nuts and pulses can all play a role in modern wellness routines. This creates an opportunity to communicate the functional value that already exists within familiar foods.
At the same time, naturalness remains important. 68% of global consumers say they are willing to pay a premium for natural ingredients. This suggests naturally nutrient-dense foods can offer reassurance while also delivering benefits consumers value.
Clear communication can strengthen product value
Brands do not always need to reformulate products to create greater relevance. Instead, clearer communication can help consumers recognize the nutritional value already present.
For example, broad descriptions such as “healthy” or “natural” can be supported by more specific information around protein, fiber or vitamins and minerals. This helps consumers understand why these nutrients matter and how they fit into everyday routines.
Credibility is also essential. 55% of global consumers agree that brands providing scientific information around health claims are more trustworthy. Therefore, brands need to keep nutritional communication simple while ensuring claims remain clear and credible.
Functional nutrition is becoming part of everyday wellness
As consumers take a more proactive approach to health, functional nutrition is moving further into mainstream food and drink. This creates opportunities for familiar categories to connect with areas such as healthy aging, active lifestyles, digestive health and everyday energy.
The opportunity is not simply to add more functional ingredients. Instead, brands should consider the nutritional value their products already provide and communicate it in a way that feels relevant to consumers.
By moving beyond broad health claims and explaining the purpose of naturally occurring nutrients, everyday foods can strengthen their role within the wider wellness landscape.
Want to understand how the functional value of everyday foods is creating new opportunities across food and drink? Explore FMCG Gurus’ The Functional Value of Everyday Foods Trend Report for more insight.