Enhancing Nutrition With Functional Benefits - Report

Global sales of functional foods are expected to exceed US$255 billion by 2024, largely fueled by increased consumer interest in healthier food and beverage options that enhance well-being. With clinical research supporting its role in areas such as brain health, energy and stamina, ashwagandha is a natural fit--whether for its own synergistic benefits or enhancing other actives. Already available in the likes of beverages, chocolate bars, veggie burgers and soft chews, the market is packed with potential. Takeaways include: * Formulation is key to ensure a winning combination of efficacy, flavor and delivery method; * Sports drinks offer opportunity, as nearly half of users consume them even when not working out; * Concentrated ashwagandha derived from traditional extraction methods provides several advantages.