Functional Food

Functional Ingredients for Everyday Health

From long term goals to everyday wellness

In more recent years, consumer attitudes towards health have shifted. Instead of focusing on long-term health goals, many now prioritize their immediate, everyday wellbeing. FMCG Gurus’ research shows that two in five consumers take a proactive approach. This includes looking to prevent health issues before symptoms arise. 

While this new approach has dipped slightly since the pandemic, the focus on daily wellness remains strong. As a result, consumers are looking for convenient ways to boost this. This creates opportunities for products with health benefits that can be easily incorporated into everyday routines.

Energy and emotional wellness

One of the most common ways consumers monitor their health is through their energy and emotional wellness. Fatigue or stress is often associated with poor health, leading to increased interest in food and drinks which can support this. 

In fact, FMCG Gurus' insights show that 44% of global consumers are interested in products which are customized to their individual nutritional needs. This shows high demand for products which can target these areas, giving consumers control over their day-to-day health.

Sleep, stress, and natural remedies

Energy is the number one concern for many consumers, however, addressing this often starts with improving sleep and stress management. Botanicals such as chamomile, dandelion, lavender, and ginseng are strongly associated with sleep support and relaxation. These ingredients are not only perceived as natural but also are familiar to consumers, creating trust and therefore popularity as functional ingredients. 

Other functional ingredients such as melatonin or magnesium are scientifically proven to aid sleep, however, due to the familiarity of these being lower, education and transparency about their abilities must be highlighted. By offering accessible products such as teas or supplements with botanicals, brands can meet consumer demand for these products as a way to improve overall energy levels.

Gut and mind connection

Digestive health is another area that continues to gain traction. This is because many consumers seek relief from everyday issues like bloating or cramps. As a result, probiotics have risen in popularity over recent years, to support with gut health. However, their role in emotional wellbeing via the gut-brain axis is growing. 

FMCG Gurus’ insights show that 66% of global consumers link probiotics with digestive health, while nearly 20% also associate them with mental wellbeing. Because of this, the perceived value of functional products that contain probiotics, as well as other natural ingredients like ginger, turmeric, and peppermint is increased.

Cognitive health in a digital age

With rising digital dependency, consumers are also turning their attention to cognitive health. Focus, mental clarity, and long-term brain support are becoming priorities. Ingredients such as Ginkgo Biloba, Ginseng, Moringa, and Goji are increasingly associated with cognitive health. These ingredients offer brands the chance to create products that support both immediate and long-term brain function, helping consumers feel more focused in their everyday lives.

Clean labels, transparency, and trust

Despite growing interest in functional products, skepticism remains. Many consumers struggle to understand nutritional labelling, and nearly 60% find it confusing. As a result, recognizable, “natural” ingredients are often favored over scientific-sounding alternatives. 

At the same time, over half of consumers say scientific evidence supporting health claims is essential when choosing supplements. This means brands must strike a balance, offering clean-label products that feel natural, while also providing clear, credible evidence to back up their claims. Transparency about dosage, bioavailability, and the timeline for results will be key to building trust.

Discover more with FMCG Gurus’ Trend report: Functional Ingredients: Unlocking the Future of Wellness - 2025. For more details, contact us at info@fmcggurus.com.

Sports Nutrition: Product Formats and Sensory Appeal

Introduction

Initially, the sports nutrition market focused on the development of nutritional products designed specifically for fitness enthusiasts and athletes. These types of products have been designed to optimize performance, recovery, and overall health and wellness.

However, in recent years, the sports nutrition market has significantly grown. This is a result of increased consumer attentiveness towards health. Many consumers seek sports nutrition products that will support their daily well-being. This includes protein powders, sports drinks, energy bars, and dietary supplements. As a result, the increased demand for such products has led the sports nutrition market to move beyond a niche, towards a market of mass appeal.

This rise in health consciousness is evident through our findings. For instance, FMCG Gurus' consumer insights reveal that a large proportion of sports nutrition consumers indicate some level of weekly exercise. Their motivation for this exercise is not solely for physical appearance or competitive sports, but rather to maintain an overall healthy lifestyle. 

Product Formats

On a global scale, consumers are drawn to a variety of sports nutrition products. In particular, sports drinks and energy drinks have emerged as the most favored choices. For example, FMCG Gurus' market research highlights that 62% of consumers who purchase products in this market have purchased energy drinks in the last six months. These products surpass more traditional products like protein powder and shakes in terms of popularity.

Furthermore, despite the challenge of rising prices, consumers were more likely to have increased their usage of sports nutrition products rather than decreased. Notably, the top three categories of increased consumption were energy/sport gels, protein-fortified foods, and protein cereals. This highlights that consumers are continuing to prioritize their health.

Are Sports Nutrition Products Essential During a Cost-of-Living Crisis?

The cost of living crisis is significantly affecting many consumers. As a result, consumers are being forced to make challenging decisions to stretch their finances. On one hand, maintaining health remains a priority. Many believe that proactive health measures during the pandemic have improved their well-being. But, on the other hand, 60% of those who purchase these products recognize that price inflation will influence their consumption habits in this market.

In response to this financial strain, consumers are most likely to opt for products they deem essential. This indicates a careful approach to consumption by seeking out products that are better value for money.

The Sensory Appeal of Sports Nutrition Products

When examining these products in food form, consumers are satisfied with the variety available and the protein content in these products.

Notably, consumers show less satisfaction with the sugar content and sensory aspects of these products. FMCG Gurus' insights reveal that of consumers who purchase these products, 21% are unsatisfied with the sugar content in high-protein snacks. This dissatisfaction with sugar content highlights the avoidance and moderation of "unhealthy" ingredients while maximizing the intake of health-boosting ingredients. Furthermore, sensory appeal is crucial to consumers. It is particularly important for products that substitute traditional snacks like chocolate for high-protein alternatives. Brands must ensure these products are not linked with inferior taste and texture, especially if they are positioned at a premium price point. 

This article is based on FMCG Gurus: Sports Nutrition – Country Reports. For more information, please click here.

Immune Health: Consumer Perceptions in Europe 2022

Introduction

In terms of health and wellness, immune health and digestive health are the most important areas that consumers are addressing. FMCG Gurus consumer insights reveal that 67% of consumers plan to improve their immune health over the next twelve months. Following this, 55% of consumers are looking to improve their digestive health. This is a result of an increase in the long term health goals of many consumers. These health goals are evident through the proactive and health conscious approaches that consumers are adopting to improve their dietary habits and overall lifestyles.

As a result, consumers are being more attentive to the ingredient lists on food and drink products. It is important to note that proactive consumers are drawn to functional ingredients and products with streamlined ingredients lists. In addition, brands must remain up to date with the current recessionary climate, and understand the impact of consumer purchasing habits on functional products. 

Promote Multifunctional Benefits

Products that are positioned as having multifunctional benefits have enhanced perceptions of value. FMCG Gurus findings illustrate that 59% of consumers have made changes to their diet and lifestyle to improve their immunity in the last twelve months. In particular, 80% of consumers value multifunctional claims on food, drink and supplement products that are positioned around supporting the immune system. Multifunctional immune health products position a product as good value for money. Also, these products offer efficacy and convenience which aid consumers' busy lives. These qualities are essential during a time of uncertainty in today's current recessionary climate. This will also align with consumers intentions and values for taking a more productive, proactive and holistic approach to their health. 

In addition, consumers' proactive approaches to their immune health are also a prevention over cure approach. For instance, of the majority of consumers that have made changes to their diets and lifestyles across the last twelve months, 67% of consumers exercised more. Following this, 62% of consumers made changes to their diets.

A Back To Basics Approach

Along with multifunctional products, fresh fruit and vegetables are associated with boosting immunity among consumers. For example, 70% of consumers state that they eat fresh fruit and vegetables to improve their diet and immune health. This illustrates that consumers have incorporated a back to basics approach to nutrition. In addition, a streamlined ingredients list create notions of naturalness, trust and transparency for consumers. Brands must ensure that products are fresh, pure and natural. This is due to these qualities being highly associated with aiding health. Moreover, this will enhance consumer perceptions of value and build consumer trust. 

Protein is also important when seeking out health-boosting food and drink products. FMCG Gurus insights reveal that 63% of consumers have increased their intake of protein. On the other hand, consumers are reducing their intake of the dietary evils, sugar and additives. This demonstrates that consumers are actively looking to improve their immune health and also a desire to remain fit and healthy in the long term. 

Do Not Disregard Sensory Appeal

While multifunctional and health boosting products will significantly increase consumer appeal, brands must continue to promote sensory appeal. At the end of the day, consumers seek out small indulgences. This means that when a product is positioned as indulgent and nutritious, it will be of high appeal. 

This article is based on FMCG Gurus: Consumer Perceptions on Immunity – Europe - Regional Report 2022.